When DS launched in late 2004, it had the price of a PS2, PS2 had a huge catalog of games, PS2 was way more powerful, PS2 had better multimedia functions and online service.
When the DS came out, it only had to compete against the ps2, and PSP.... Really....
Maybe the Xbox 360 too.... But sorry, this isn't the same market.... When families who want to buy their kid a cheap $150 device that plays cheap and easily accessible games could get a nice 1080p tablet that gives them movies and free games, popular games like angry birds and Pokemon go. U could even play Mario on it too now.... Why would Samantha buy Jimmy a $300 video game exclusive tablet that also has games $50 and up that you have to carry with you, when you could get a $150 tablet and a lot of free games?
Samantha has way more options than in 2005.