Screamapillar on 05 December 2013
Aligned for Thanksgiving week, 3DS sales are up +494,329 units YoY in the US, November 24th, 2012 vs. November 30th, 2013.
So, Reggie is right: software indeed sells hardware. 2012 was just Paper Mario, which was clearly not a system seller.
3DS Thanksgiving week
2011 US - 495, 944 (driven by 3D Land)
2012 US - 261,997 (lack of decent boost from Sticker Star, and the NSMB2 effect had mostly worn off due to it launching back in August)
2013 US - 756,326 (driven by Pokemon, Link Between Worlds, new entry-point model, and aided by New Lead, Dark Moon, and DKCR 3D)
The Screamapillar is easily identified by its constant screaming—it even screams in its sleep. The Screamapillar is the favorite food of everything, is sexually attracted to fire, and needs constant reassurance or it will die.
