When Nintendo initially talked about how their online system was going to allow developers to use some, all or none of the features and they could connect it to their own networks I remember talking about how I thought this meant that they were moving away from it being strictly about online gaming; and I thought they were moving into a social networking space.
My thoughts were generally on the Wii U connecting through existing social networks though ... Basically, things like being able to start a video capture of what you were doing in game, posting it to youtube and being able to tweet it or post it on facebook; or being able to post an achievement and challenge your friends to beat your time/score; or being able to take pictures/videos of your friends playing "Just Dance" using the Wii U controller and posting them to your favorite social networking site.
Effectively, I thought of it as a viral marketing campaign for the system and the games.
My reasoning behind this was that the Wii was highly successful in a large part because gamers bought it and encouraged their non-gamer friends to play it; either by inviting them over to play it or bringing the system over to their houses/parties. If Nintendo built the right basic functionality, integrated it with existing social networks, and convinced third party publishers to take advantage of it in creative ways, every time someone played a videogame they would unintentionally help sell the game and system to their friends.
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