So Nintendo intends to make uncool cool, eh?
Hey, if they can do it, I'll be all for it, but I ain't holding my breath.
Also, I thought I'd point out this Apple ad for subtle references to insecurity:
http://movies.apple.com/movies/us/apple/getamac_ads1/networking_480x376.movThe ad uses people to represent electronic devices, and yet, the "Japanese camera" is a hot Japanese girl which the mac can "network with" easily because he speaks every language. The PC, on the other hand, is left with no attention from said camera.
The implication of the commercial is simple and obvious: Mac users get laid because they're open minded and flexible. PC users don't.
Change the PC to the "Wii", the Mac to a 360/PS3 and the peripheral to a specific game or online service unique to the PS3/360 and you have the exact same concept.
I don't expect Sony/MS' advertising to be this smart about it, but this is what comparison ads can and will do.