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I think the 2DS makes this a sure thing. The branding has become so confused I can't imagine where they can go from here.

They need the market to start associating their products with the name Nintendo... not saying the console shouldn't have its own name, but that the Nintendo GameBoy and the Nintendo DS (for example) can both be recognized as part of the same line of products. The Nintendo part binds them together, and will do the same for the Nintendo 3DS and its successor and for the Nintendo Wii U and its successor.