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I think he was referring to the attach rate of Mario games on an install base.

Like how 1/10 Wii owners had a copy of Super Mario Galaxy.
And how 1/5 3DS owners have a copy of Super Mario 3D Land.
And how 1/3 Wii U owners have a copy of Super Mario 3D World.

Notice how the attach rate got noticeably closer and higher with each 3D Mario game (Galaxy 2 being the exception)
And while I do like World better than Land, I still say that Land is a fine game.