Yes, it's part of the value prospect to me along with various other things such as price, genre, art style etc.
If the multiple playthrew reward is interesting, i mean why not it can be consider. But im not a fan of those trophies, unlocking them or not doesnt change my gaming experience.
Games like Until Dawn really benefit from this. If there are branching storylines it's fun to go back and see how the story plays out based on different decisions. Also, the "Immersive Sim" encourages multiple playthroughs using different styles of gameplay (stealth vs assassin, good vs. evil).