It's been a constant criticism of both Xbox consoles: that Microsoft can only sell shooters to the hardcore gaming market. So what does it say about Microsoft's marketing power when the company admits those games "sell themselves"?
In an interview with GI.biz, Microsoft's David Dennis has said that marketing games towards a casual audience - something Nintendo are very good at - is nowhere near as easy as marketing games to the "core" market.
"The core are going to buy the games", he says, "we don't have to focus on marketing those - well, we do, but those games in a lot of ways will sell themselves because they're such immersive and intense experiences that the core is going to buy, and buy disproportionally for the Xbox".
As for casual games, that's a market Microsoft think they'll crack with Project Natal. Then again, they said that about Scene It?, and Viva Pinata, and...