At least a couple of the commenters misunderstood my last post - must be my bad for not making it clear.
The kind of testing I was talking about, gameplay testing / kleenex testing, is explicitly NOT done by QA guys, for the exact reasons Carl mentioned in the comments of the last post. Gameplay testing / kleenex testing is supposed to be like those movie previews to test audiences - the test audiences aren't from the industry, they're people that get pretty much pulled off the street. And so should be your kleenex testers.
One side note - I'm told *Eternal Sunshine of the Spotless Mind* made something of a stir because the director refused to put it before a test audience - he didn't want to compromise his vision for the masses. And it was a great movie. So there may be something to be said for not doing this kind of testing at all, but in my own experience I've found kleenex testing to be a real wake-up call. Like, wow, they don't get the game at all, time to dive back into the trenches.