Excuse me JR, but calling Macs the elephant in the room is an exaggeration. How many gamers do you know among Mac people? I have no doubt that the percentage is extremely small, for the simple reason that Mac does nothing to appeal to gamers. People who buy it invest in stylish laptops for work or media entertainment. You can't get real gaming out of it (out of the hardware, too). Plus, even PC gaming is... well if it isn't in decline, it certainly was pushed to the second row by the consoles.
I don't think that a market study would show any results positive enough for companies to invest in this. Unless Mac does something about it, though, but that's going to be a surprise in a way, its image is much more mainstream than that of gaming. If I'm wrong, and you've seen data to the contrary, then I'd be happy to learn something new about the industry. But for some reason, when I see companies that like to expand everywhere and release some games on all available platforms (from mobile to the PS3) and not even take a look in the direction of the Mac - well, it says something. Sure, Valve's move with the introduction of Steam is interesting, but results remain to be seen. I'm sure other companies are watching these developments with keen interest, and perhaps it's too early to be so dismissive, but it's not wrong to be sceptical, either.
Then God said, "Let there be win",
and there was win, and it was good.