He Meant, "consumer indifference to VIDEO games."

I make the distinction, because I suspect that if you look at unit sales for something like... Cranium, you'll find that consumers do like and do purchase games. Even ... *gasp* girls!

Honestly I think they know that, and that is part of what they're trying to change here. But it takes an awareness that lots of people like lots of games, it's particularly the genre of games being produced right now that is the issue.

GameDaily BIZ: Iwata: Wii Want Your Mom

It's clear that Nintendo is going on a hugely different path from its competition, but don't use the word "competition" when referring to the Xbox 360 and PlayStation 3, Iwata said. "We are not battling Sony or Microsoft. Our enemy is consumer indifference to games," he explained.