Contrary to what most Console makers want (Attach rates), Nintendo is trying to discourage retailers of the Wii from creating expensive bundles as the only purchasing options for the hard to find console. In an article with Reuters, Reggie Fils-Aime, president of Nintendo of America, specifically states that "...Retailers have already been given feedback that we are not big fans of that. We think it masks some of the price advantage we have versus our competition and, frankly, the consumer should decide what they want..." Fils-Aime also commented on the possibility of Nintendo reducing shipments for retailers that continue to market expensive bundles "...We don`t have to remind retailers of the strength we have right now. We are simply making an observation and that reinforces our point quite nicely with retailers..."