They can't follow the article's suggestion of giving you a mini-game to play during the load screen because that would violate Namco's patent 5,718,632 which covers exactly that:
Wow , that's ridiculous.
Although I'm not sure what game you could play in the 10 seconds or so it takes to load a program these days, plus you've got to load the game itself.
I have always wondered though why when doing an OS install they never provided a game or something interesting to do while you wait rather than show adverts for the product you are currently installing ("Windows 7 has all these great new features!".. "I know , hence why I bought it.."). They could at least give me a browser to use though.
http://www.google.com/patents/US5718632