Nintendo is keeping schtum about its next home console because it doesn't want sneaky rivals to pirate its plans.
That's according to president Satoru Iwata, who told investors that Nintendo is staying silent so fans will be mega surprised when the Japanese company eventually lifts the lid on its Wii successor.
"We are of course studying and developing the next console to Wii," Iwata said.
"However, there is a big difference between studying a product and announcing what it is and when we will release it.
"I am afraid to say that the history of entertainment is also the history of imitation. A great idea will promptly be copied unless protected through patents.
"At the same time, it is really important for our business to positively surprise people. Will you be surprised by our completed product if we told you how it is surprising three years in advance?
"Therefore, we basically disclose information on our products as late as possible. We believe this is the best approach for the entertainment products we are developing.
"Again, we are planning the next products for Nintendo's continuous growth, but we cannot tell you what, when and how we will release it here. Thank you for your understanding."
Don't worry Satoru. We understand. Sniff.