Mario sees himself in Nintendo DS, and he feels like flying.

We're working to overcome the overly macho nature of the current online console game world, where a handful of the high testosterone crowd fight for supremacy, while the mass of casual game players stay away.

Nintendo's way is to challenge conventional thinking. Not just for the sake of doing things differently, but to do things better.

Nintendo DS is not standing still. As a tenth serious competitor decides to make a run at Game Boy, DS raises the bar on portable gaming, before they even get started.

The key here are two little words: the word 'or' and the word 'and'. Nintendo is not an or company, with games devoted to just this group or that group. We're an and company, with games for this group and that group and for groups that don't even call themselves gamers yet.

I'd much rather have the consumer buy a Wii, some accessories, and a ton of games, vs. buying any of my competitor's products.

DS not only changes Nintendo, it changes our industry.