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So, their plan is still to spread awareness of already world famous mascots in the mass market segment via mobile apps that can be had for basically nothing (which also seems to be the valuation of it by the average consumer) and believe that consumers will somehow go crazy and shell out 299$ for a tablet that has zero tablet functionality but plays video games that happens to have said mascots in them? Solid thinking, I think it will be a great long term success for them.

PS: Don't say "look at what Pokemon did!" and think this means instant global succes for Switch. It's an old and poor argument by now.