That's because no one gets to "decide" what cool is or isn't, it just happens. When you try to make something out to be cool, it instantly becomes the opposite of cool.

I think a lot of non-nintendo games, from sonic the hedgehog onwards, have sucessfuly and cynially convinced a lot of the public that they're cool.

Ubisoft has been getting away with this for years though. They spend loads of money to make people think Assassin's Creed is cool, and everyone who watched their E3 conference saw their attempt to make Rainbow Six and Tom Clancy cool as well.

Nintendo are doing it all wrong. They just need to pay popular high school kids to use their products and they will make them automatically cool.

Its okay, I dont understand what cool is either considering how the most retarded of things can be considered cool in the eyes of many like JB, flappy bird, pewdiepie etc

Well, I guess Nintendo and I are in the same boat then...

Did he really just say he could make a serious story? lol

I'll believe it when I see it.

Zelda i'll give a pass but how is Mario serious?

It's difficult for Nintendo to decide what's cool because they're a Japanese company who has an international appeal. Many other game companies focus their products towards limited regions and demographics. Even franchises like Sonic which was mostly developed in Japan was made to be more American-focused. I actually like Nintendo's approach to their games. They make the games they want to make without having to worry about competing with the games of other companies. They don't try to appeal to a strict demographic or make sure they're up with the times (from a marketing point of view, not a gameplay or game design perspective). Because of this, a lot of their products have a very timeless appeal to them that transcends demographics and generations of gamers.

Compare this to a lot of games created during the PlayStation era, a lot of which are being rebooted or "reinvented" in order to appeal to a modern audience. This is the consequence of a game trying to be too cool for it's own good.

Cool =/= universally fun in my eyes, though cool's a pretty subjected term. Not entirely sure what you mean by excuses though...