It's kinda like people going aggro about how "Of course Wii Play is the best-selling game of all time. It's a $10 game with a controller!". Either it's that easy and MS/Sony are crazy not to do it, or it's not that easy and so Nintendo deserves kudos for pulling it off.
That being said, MS and Sony are lightyears ahead of Nintendo on
online community presence. So I think what's sort of happened is that Nintendo felt an obligation to do some kind of direct connection, but since they were a bit behind on stuff, innovated in terms of HOW they present the direct connection.