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Pre-DS/Wii: the word "gamer" made people think of lonely nerds living in basements glued to their televisions, who only see daylight when going to Star Trek conventions, or World of WarCraft addicts urinating in thermoses during long gaming binges.

Post-DS/Wii: the word "gamer" makes people think of multi-ethnic families dressed all in white exercising together, or family holiday parties, or Oprah.