Gamers becoming a target audience?

While unsuccessfully trying to find the Tony Hawk Project 8 skateboard deck/PS2 game combo that was marked all the way down to 22 bucks at some Target stores, I came across this sign posted outside the construction of some new apartments:

"Foodies, Activists, Gamers, Techies - You belong Here."

This is the first time I can remember "gamers" being targeted for anything other than...well, games. Visiting the website for the Alexan Main Street apartment complex ahem...luxury rental residences shows a typically annoying intro showing the different amenities offered to each cultural sector:

Foodies - Cooking Classes
Wine Buffs - Tasting Room
Techies - Internet Lounge
Gamers - Alexan Arcade
Fit fanatics - Athletic Club
Water Babies - Lap Pool

Other groups of people listed as being "belonging" are: Teachers, Newcomers, Art Lovers, Artists, Runners, Bloggers, Shopaholics, Technicians, Rockers, Natives, Attorneys, Joggers, Nature Lovers, & Chocoholics.

What is an "Alexan Arcade"? Could end up being a pool table and a Zizzle pinball machine stuck in an abandoned maintenance closet for all we know.

I could blather on about how inane the whole thing is(they want chocoholics and attorneys but no doctors?) but the interesting part is that the advertisers actively targeting gamers. It may be a horribly misguided attempt, but it's nice to see the that the gaming community can be thought of as an actual consumer segment. Even smug bastards like this guy:

Update: At the urging of a friend, I tried to find out a bit more about the company behind it and exactly what an Alexan Arcade is. Alexan is a brand of Trammell Crow Residential and from looking at every one of the websites for all of the other Alexan Communities(at least the ones that worked), I could not find another mention of gamers, Alexan Arcade, or even the same sales pitch that they are using for Main Street. I called the local Houston office for more information, but I don't expect a response until Tuesday.