I had the exact same thought during the keynote "oh, another stupid runner". Then, I thought back and realized that, minus the fireballs/raccoon tails/etc, Mario is exactly that; running and jumping.
It seems like Nintendo is doing a lot lately to push brand recognition. They made a deal with Universal Parks, they had the Mario cameo on the Olympic games closing ceremony and they are releasing phone games. Soon we will probably see movies and TV shows.