Older people, like those Nintendo is targeting with Wii, associate "nintendo" with "videogame"... dare I say, "boring videogames where you sit alone and play."

By taking away the Nintendo name, it removes that bias that some might have about Nintendo being "videogamey" and thus "not my thing."... and even "Nintendo" being "kiddie" or "something I won't ever touch withi my mature hands."

AS long as their games are still the same great Nintendo, everyone'll be happy