A quick shot of a New Super Mario Bros. title on the Wii U GamePad gives away the unannounced feature.
http://www.nintendoworldreport.com/news/30409
The Wii U appears to have some kind of built-in achievement system as part of the Miiverse.
A video shown during the pre-E3 Nintendo Direct conference was designed to show off how the Miiverse social networking features could be integrated into in-game content. The example video, from a New Super Mario Bros. game, included a gold bar with the text that read "Cleared in under 100 seconds."
Included with the "achievement" was a celebratory message from the player who earned it. Seeing as the Miiverse is system-level functionality, it is safe to assume that these achievements are also included at system level.
And without the incredibly obtuse 3 StreetPass limit!
This maybe what Iwata was talking about when he said it would allow people playing single player games to compete against one another. Having a ranking system for levels is one way of doing it.
Well, that's weird, because I've got rivals that pop up that I've never streetpassed with. When I streetpass with someone, do I pick up the records of the people that person has swapped with?Are you sure? I've never had that happen. Sometimes, the people get queued up if you clear them out of StreetPass without visiting the houses, but they should eventually show up. It's also possible to StreetPass in games but not in the Mii Plaza (if you or they have all their slots full in the latter but not the former).