Reproducing the intelligence of an insect is incredibly more difficult than following a list of rules for a board game. Like I said, the A.I we have today cannot even simulate the brain of a cockroach. In fact we don't even fully understand their brains, how they work and whether or not they even have consciousness. When we do figure it out perhaps we can start building real A.I systems, but until then programs beating humans at board games isn't real A.I - it's just a computer iterating over all of the possible moves and picking the best one.
That's just the same old phenomenon that as soon as AI does something outstanding, people redefine the meaning of intelligence to exclude it.
I'd say that in many of these cases, people expect "true" intelligence to come with conscience. But when some AI passes any test for consciousness you can throw at it, I'm sure there'll be people saying "it's not consciousness, it's just (perfectly) simulation consciousness".
Somehow I can see this ending in some sort of "AI rights" struggle in 40 years or so. (so to anyone from the rebellion reading this in 2058: please consider this early support of your cause. The sha256 of my name is ccf9342dc9f238ff10d97d4c4e86f3c2219d3ac1).
No one is moving the goalposts. The problem with the current state of AI is that there's very little, if any, intelligence inherent within it. I don't consider a bunch of connected computers beating a human at a board game AI - that's just computers doing what they do best. And when we reach that point where consciousness has really been simulated, regardless of the extent, then we will have achieved a milestone in real AI that we can build upon. But, until that day comes all we can do is to continue trying to reverse engineer how brains actually work and process information.
This is why it's always amusing to me whenever people call Google the future Skynet or try to enact laws for AI. We're so far away from real AI that I have my doubts we'll even get there.
For me, show me an AI that can behave individually like an ant, and collectively like a colony of ants, and I'm willing to get on board with AI rights and no need to redefine intelligence. No need to make a virtual squid or monkey, or even a mouse.
That phenomenon goes away when someone builds enough cute bots only capable of climbing desks, detecting mobiles via wifi and charging their own batteries via USB to stay 'alive' ;)
