The boss of Nintendo America has said that customers get more for their money with Wii U than they do with PS4 or Xbox One
"The good news, for us, is that we're presenting the best value right now in new home consoles," Reggie Fils-AIme told The Wall Street Journal, as reported by GameSpot. "$299, includes two games; it's a compelling proposition for consumers this holiday."
"We convince them with the games. So as an example, you can only play Mario Kart 8 – this fabulous game that has sold millions of copies across the world – only on the Wii U because of the enhanced capabilities, the HD graphics, the new elements that we bring to bear for that particular game.
"For us the message is simple; [if] you want to play these great games, you want to have these fantastic experiences, you have to upgrade to the Wii U."
The statement comes shortly after Nintendo designer Shigeru Miyamoto was equally as bullish about how Nintendo stacks up against its rivals.
In the UK both the PS4 and Xbox One have an official RRP of 350, although both have also been officially discounted to 330 in recent weeks and are readily available in an assortment of sub-RRP bundles.
Astonishingly, the Wii U's full ticket price typically stands at around 280 with a bundled game, although retail promotions can often see that tumble to below 200.
A price-cut, on the face of it, seems much needed for the machine then, but has been continually ruled out by Nintendo boss Satoru Iwata as the company faces increased pressure from investors to reverse the recent run of losses.
The chest-puffing is likely twofold. Firstly, the Wii U has shown signs of life this year, with releases such as Mario Kart 8 giving sales a much needed bump. However, it's also true that Nintendo is aware just how crucial this Christmas will be for the console.
With Wii U selling slower than any other Nintendo home console in history, 2015 could lead to some serious questions being asked if Super Smash Bros and Amiibo don't give the machine a sustained uplift.