I don't think so, they're just in denial. Everyone is still going to think of Nintendo as a kiddie game company Its not like there's anything wrong with family friendly games anyway. Besides, most serious gamers don't care about that, and for those that do, there are just as many Nintendo fanboys as there are Sony/MS fanboys, if not more. If they really want to shake the image, then they'll either have to do away with or totally overhaul their pokemon franchise, an RPG so oversimplified and blissfully childish it makes Paper Mario (which they'll also have to fix if they respect their fans) look like Mortal Kombat.