Yeah, sure, the new Nintendo DS with a pink breast cancer ribbon logo is a mostly a marketing gimmick. If you buy one, $5 of the $130 cost goes to Susan G Komen for the Cure, the largest breast cancer foundation in the world, named after a woman who died of breast cancer at the age of 36.

But think about that for a second. A breast cancer foundation? Since when are videogame publishers, who make their money from boys, concerned with breast cancer? Furthermore, the Japanese company has promised the foundation a donation of at least $100,000. Good for Nintendo for once again reaching across the Y chromosome. If anyone's going to break videogaming from being the domain of boys and their toys, it's going to be Nintendo.