Then why the sudden shift on censorship? Kimishima seems more intent on censorship than Iwata ever did.
Why would Nintendo under Iwata pick up Bayonetta 2, Devil's Third and greenlight this crossover project if Iwata was really strict about keeping a family-friendly image? As for Kimishima, why would he have allowed things like Eternal Darkness, Geist and Paper Mario: the Thousand-Year Door (see Madame Flurrie) to be marketed and published by Nintendo of America whilst he was president if he also wanted to keep a family-friendly image?
I think we're missing a lot of information here, such as where the actual push for this style of censorship is coming from. Is it coming down from higher up like NCL or Reggie? Is it coming from puritanical or pro-social justice members of NOA's Treehouse? Is it simply overzealousness to meet certain age ratings? These are the kinds of questions that need to be answered before we simply blame the visible leaders.