Nearly everything in Nintendo’s three-and-a-half minute Switch reveal we already knew from rumor. The only thing that we really didn’t know – as it turned out – was how Nintendo would talk about the new machine and who they were going to aim it at.

The nature of the Switch, it’s duality as a portable home console must have proved an interesting challenge for Nintendo’s marketing team. And what they came up with is fascinating. Here’s a couple of quick points.

No Kids Allowed: Back to the Red Ocean?

The first time we ever see the Switch, this is the setup: a 20- to 30-something man is playing Legend of Zelda: Breath of the Wild, by himself, on a big flat-screen, with an industry standard pro controller. The portability is showcased soon after, but consider that first glimpse: no waggling of Wii-motes, no tablet controller, no kiddie colors. Coupled with the brief glimpses of Skyrim and NBA2K we see later in the trailer, this is a bald attempt at siren call to the hard core. The message is clear: go with Switch, and you can play your AAA multi-platform games wherever you like… along with Nintendo’s outstanding first-party games. This could be a boost in Nintendo’s war to win back the core. Consider: if the third party list they showed comes through at all and can remain even modestly consistent though the life of the platform, Nintendo could be swimming with the sharks again, and holding their own.

2DS/3DS is Nintendo’s Machine for Kids… for Now.

Nintendo created mobile gaming with the GameBoy and its successor systems, and have dominated the space… until smartphones. Even still, though not hitting the lofty heights of the 150-million selling DS family, the 2DS and 3DS has sold more than 60 million units worldwide. They aren’t going to want to abandon or alienate that base for awhile. (And everything we have heard says that they won’t.)

In light of the way Switch is configured and the internal corporate restructuring that Satoru Iwata oversaw at the Big N before his untimely death, Nintendo wants to turn two pillars – console and handheld – into one pillar. Eventually, the 2DS/3DS family will have to be mothballed. What happens then? How will they do it?

The 2DS price point is amazing right now. Access to the deep 3DS game library for $80. The Switch won’t be able to compete with that, with a price that’s likely going to come in between $299-$399 depending on bundle configuration. But once 12-18 months have passed, the economies of scale and chip commoditization will get that price dropping. Once that happens, Nintendo can start adding ‘lower-end’ models in more kid-friendly colors. Then .