I guess the soccer mom vote is not only vital to elections, but video games as well now; recently, Microsoft had a group of women host Xbox 360 parties — providing popcorn, a subscription to Xbox Live, and Scene it: Box Office Smash, with the hopes that they'd show their friends the system's advantages.
The marketing hope is not unlike the Tupperware parties of the '80s (I actually went to purse parties in college); let people test something out in a non-threatening environment. I think it's also brilliant, because for younger kids, it's often their mothers who will make the decision of whether a video game console is acceptable or not.
Wonder what would have happen if GTA IV had been the tester game. . .