Back in 2007, Square Enix CEO Yoichi Wada came out and publicly denounced the Wii, likening it to a "toy" rather than a real gaming machine. Interestingly, he wrapped his insult in a bundle of compliments for another, unlikely competitor, the Xbox 360:
"I think the current trend is that most people aren't buying the Wii as a game machine, but as a toy," said Wada in speaking with CNET Japan. "The Wii is the antithesis of the Xbox 360. The Xbox 360 is strictly for hardcore gamers. The attachment rate for the Xbox 360 is much higher than for the Wii. People who buy the 360 really like games."