It came out when video games were pretty much banned by retailers in the US though. They had no choice but to mask the system as a toy. When that was over ROB got dropped quicker than a 2 dollar whore.
Who cares? Thats not what is being discussed, he said their gimmicks were in the background.
Being bundled and a huge focus in advertisements is the exact opposite of being in the background.
When the herd loses its way, the shepard must kill the bull that leads them astray.