regarding social environment..
I think it's further complicated because there is also gamer vs non-gamer layer that makes things worse.
For example, mainstream dictates that it's not acceptable for a grown man to play games. To a non-gamer female this kind of man is a childish thrash to be shunned.
I've known more than a few people who keep their gaming hobbies a secret from people they are dating. When asked about it, they would claim that it belonged to their cousin or nephew.
Likewise grown women who play games are considered weird.. unless it's Angry Bird.
I hope time will change things, but I'm not expecting a miracle.
Not only does video game have to fight its own industry, it also has to fight TV and Hollywood who control the spin on videogames. It's an uphill battle.