Well, what I'm thinking is that the more you do it, the better at it you'll get. Think Gran Turismo 4. That menu setup pulled video files from the disk and played in the background based on what menu item you were highlighting. Not to mention that it was an extremely polished menu setup. I can't definitively say that it was merely Flash with C/C++ API calls or whatever-the-fuck those Japanese nerds have discovered, but I imagine that the like could be developed with time and practice.