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I think they would at least give the release dates of Luigi's Mansion 2, Paper Maio, AC, and more. They cover quite a bit in the Nintendo Directs; However, most First Parties get recognized through Direct.. like Fire Emblem, which was announced last Direct, I think.

The message was sent out because it's time for Nintendo to release a new Direct.. you know, more information about upcoming games and software. It wasn't some to release a big event, although that may be the case with Pokemon since it's rumored. Also, Swapnote wasn't around at the time of the last Direct, so they couldn't send out the announcment any other way but through the Internet.