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This is somewhat expected no?

Sure its a new IP, but I presume they would want to tie the price cut in with a big appealing game. The only games big enough in terms of appeal+budget/ambition to fit that bill are Splatoon or Zelda. If starfox+X are september releases I can see them doing it then in attempt to build momentum for a big holiday push.

Anything else will seem a bit random IMO