Sega is plenty smart when it comes to software (i.e., games). When it comes to hardware, they haven't done anything smart since the Genesis. That being said, what makes Sega REALLY smart is dropping out of the console market to concentrate on their strength, games.
I think this might be a Canadian exclusive? Anyway, I got to try it tonight. I was neither The One nor part of The Mob - I was just in The Crowd, which was still fun. You get to play along and compare your score against three random fellow players.