the game rag

"We really feel that F.U. says a lot about the direction we've taken as a company in regards to customer perception," said Reggie Fils-Aime, chief marketing officer of Nintendo. "The Revolution controller, our stance on HD and graphics and now the new name are all a part of our commitment to the video game community."

Revolution was the codename of the next-gen system and a lot of people thought that they would stick with it since it says so much about the ideas behind it. Michael Goulardi is a freelance journalist who agrees.

"It's actually quite astonishing that they changed the name. Revolution was a perfect name and it was also kind of cool. I guess someone at Nintendo didn't care about the Revolution name cool-factor and just said 'F.U.'"

Nintendo is known for it's interesting take on the business of video games and, according Fils-Aime, the video game community is in for something big.

"We've handed them a big home console market. We've handed them a big portable market and now, we're handing them a big F.U."