It’s not what you think it is.
It’s not the games. It’s not the price. It isn’t the user interface or the branding.
The secret selling point is that the Switch is fun to use.
It’s physically fun to play with.
That dumb snapping noise that plays in all the commercials? It underscores one of the core benefits of the experience.
Seeing the hardware’s multiple configurations raises intrigue, then the tactile feedback received when sliding the pieces together does all the convincing.
Nintendo used to say Playing is Believing, but they advanced this concept a step further by creating believers before the console even powers on.