@dharh: No they aren't. The audience who plays games in non-competetive sense (for fun) are really in the core of the target group. The reason why the group gets so much ignored, is because the games that include non-competetive values usually includes competetive values too and therefore get lost within rest of the audience.
Think how much Nintendogs have sold and the fun in Nintendogs isn't achieving or competing. How many people play Singstar just to get to sing karaoke. Or GTA games, how much have they sold and how many people have told they play them to get to listen to radio, looking the scenery or just to do something stupid, without a purpose to achieve something. Or maybe a better question would be how many people play GTA because of its seemingly freedom.
When you look at it from the values standpoint, you'll notice that a big chunck of the current audience already plays games based on values Wii Music is based on.
Ei Kiinasti.
Eikä Japanisti.
Vaan pannaan jalalla koreasti.
Nintendo games sell only on Nintendo system.
