I was researching all the failed consoles out there a few days ago. I realized that all the failed game systems have one thing in common. They were all expensive powerhouses, in comparison with the competition. Meanwhile all the successful consoles were cheap, and easy to make games for. The Wii has this winning formula but through my talks with co-workers, I discovered a subset of gamers that are even more important than the non-gamer. A lot of young males ages 18 to 29 own a video game system. In most console cycles almost everyone in this group owns a current gen system by now (year 3). But this time around things are different. A lot of people are hanging onto their PS2's or Xboxes because they feel the current gen systems are too expensive, and don't offer a leap in graphics. Normally these casual male gamers would flock to the cheapest next gen console (see ps2, ps1, and genesis). But Nintendo has failed to pay attention to these casual male gamers. If the Wii is to be the next PS2 Nintendo needs to clear this hurdle.