Whether or not you THINK the phrase is devaluing is irrelevent, it IS devaluing because that is how 99.9999999999999999999999999% of persons hearing that phrase will interpret it. Even if they did not, from an objective standpoint, if any one given object or subject is 'just' what it is, then meaning may not be ascribed to it. However, since objects and subjects have meaning, nothing may ever be 'just' what it is.
Also, I never posted anything about the phrase "it's just a game" being used as an excuse for the (usually poor, in this case) quality of a game. That said, my earlier statements apply as much if not more: time, effort, energy and money were all expended to create an interactive experience. I may purchase this experience with money I earned (because piracy is theft and people should have their hands cut off for it), which came from the sacrifice of my time for said money. I may then use my time to (hopefully) enjoy this activity. If the activity is not enjoyable or pleasurable because the interactive experience is faulty in some way, then I have been cheated, thus devaluing my time, effort, energy and money.