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One of the biggest problems with getting into gaming is getting the game to do what you want without looking like a fool. Its not unlike the computer keyboard, for people who can't type, just the agony of trying to use a keyboard can be very, very discouraging and can turn them off computer usage. Similarly for someone who has never used a controller before, trying to pick up and play a racing game using a traditional controller is likely to only end in disaster. And nobody likes failure, most people cannot be bothered to invest the time to get good with a controller and will simply decide that the game isn't for them, or that it's stupid. By using the Wii Wheel Nintendo has removed that barrier somewhat. Turning the wheel to turn is something natural, even children do it, if only in imitation of their parents. And for older players it surely makes more sense than tilting a stick to turn.

Once a user feels in control of their on-screen persona then they can worry about what they're going to do, as opposed to how they're going to do it. Simplicity is key.