Ninetendo DS targets upwards

Ninetendo is for kids, right? It's completely dorky and totally immature to play a Nintendo past the age of 12, right? Well maybe not anymore as I've noticed that Nintendo seem to be trying to change that mindset with a series of print ads and TV commericals that I've seen over the past few months. On the tube they're targeting young commuting professionals, on TV they're targeting the precious free moments of stay-at-home moms, they even had a series with celebrities a couple months ago like Patrick Stewart, Carrie Underwood, Beyonce, Nicole Kidman and Seth Green - depending on the market. But can Nintendo DS really compete with the likes of Apple's iPad or Amazon's Kindle which provide fun and stimulating content in a more versatile and definitely more mature (ahem, cool) fashion? Are four teenagers really all going to get home from school and play Dragon Quest 9 together on their Nintendo DSs like I saw suggested in a recent commercial? I'd be curious to see the result in sales. The ads seem a bit forced to me, but maybe I'm too synical...  Below Patrick Stewart trains his brain on Nintendo DS while sitting in First Class... I'll believe it when I see it.