It's marketed towards the younger kids who can't exactly have a 3DS due to potential eye damage. It looks great for kids and I will most likely get my younger brother one so he can stop asking me for my 3DS. He plays on the iPad half of his life already, so he is most likely already used to this format, and as Dusty said, it removes the hinge problems that I used to have when I was younger.
Also, there is a reason they are targeting kids right now, pokemon.