I can see why he says this but he's acting like wine SHOULD be the only option. Wine is good for older but still desirable software that won't ever get ported. If linux only gets commercial content from wine, Linux will never gain traction and wine will remain unable to keep up. If things are ported directly, that becomes 1 less thing for wine devs to worry about.
Thanks to Valve, there seems to be a new commercial game released for Linux every other week, or at least being announced. Before steam it was more like once every half year. Bargaining for wine would help linux users run nearly anything they want but that's expecting wine will ever become a good enough replacement.