You can tell a lot about a company by the way it chooses to talk to its customers. In 1985, all Nintendo needed to say to conjure up the exciting world of home videogaming was the boyishly simple 'Now you're playing with power!' By 2006, one of the taglines chosen to introduce the company's latest multimillion seller was the catchy 'Can you remember what you had for lunch the day before yesterday?' It's the kind of approach you might expect from a dentist or a dietician more than the legends who rule the house of Mario. It's just one indicator among many. Nintendo has changed, and it has the bank balance to prove it.