I suppose we would have to list the reasons why we play chess first, identify any common responses.
Then ask ourselves what is the purpose of boardgames? No two generations are 100% alike, with time, our preferences to what we perceive to be fun changes, aswell as other things.
I wrote a blog called Invisible Gorrila, in which I tried to tackle the question "Does chess make you smarter?", which clearly implies some people play the sport for that particular reason and so fourth.
I believe chess is not as popular as other board games, due to a number of factors, every board game you mentioned has and is currently being advertised on telly, radio and other media outlets, so it is already generating an interest, whether people like it or not is another story.
Chess can be seen to be daunting and gibberish, some may say it is colourless, tedious and an unnecessary headache. All boardgames can fit that description if you don't understand it, however I have never met people who can effectively summerise the beauty of chess to captivate humans of all ages. Other board games seem to have a knack to attract us, slogans, mottos, images, key-phrases etc, this combined with an enthusiastic gamer selling it, proves hard to ignore.
I suppose chess attracts people who think in a certain way, deep-thinkers, problem solvers, or those who simply wish to improve their mental ability.
To find out more,
http://blog.chess.com/kiwi_overtherainbow/why-i-love-and-hate-chess
http://blog.chess.com/kiwi_overtherainbow/the-invisible-gorilla-formula-to-success
Not that there's anything wrong with that.
Chess wasn't all that popular 40 or 50 years ago, either (except in third world countries on account of their not having electricity).