First and foremost: I own a PS3, an Xbox 360, and a Wii. I love all of them.
My girlfriend loves my Xbox. She bought her own controller that she put stickers on. She's often the one bringing up the idea of playing video games or checking out 1 vs 100.
The draw? She LOVES her Xbox avatar. It seems like every time she comes over she's completely overhauling her outfit. She made an offhand comment about how dressing up her avatar replaces her need to go shopping. Me, on the other hand? I rarely change my avatar. I did give him a monocle a couple of weeks ago; its pretty awesome :- )
But yea, if this stuff doesn't apply to you, don't worry. It isn't meant to. It does, however, bring girlfriends closer to the gaming, which we can all agree is a good thing. Who knew we could learn so much from Nintendo?