Nintendo has this nasty tendency to make money with their consoles, despite often being seen as the "loser" in the reputed console wars. Their stock holders are generally quite happy, especially in recent times, and believe it or not, Nintendo has a war chest of something like ten bazillion yen. Certainly a large R&D budget went into developing Wii technology, but everyone knows that the system is essentially a calculated risk. Nintendo needs to push its new brainchild, and it needs to push it hard; thus the chest springs open yet again.
A recent Bloomberg article states that Nintendo will launch a year-long, $200 million ad campaign for the Wii. Further, 80% of that money will be solely devoted to marketing toward non-gamers, attempting to expand their market into the coveted (and excuse the generalization) "old people and women" demographic. That's a whole heck of a lot of money to get the word out ... be sure to do your part and invite your baby boomer neighbors for a quick session of Wii Sports.