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Superquagsire said:
This is just speculation but could this have been Tatsumi Kimishima's first action as Nintendo's new president? It makes sense if this was a thing that was on the back burner for a while and was just never implemented.

It's too soon for that. This would have been cooking for a while now: these types of rebrandings generally take weeks - if not months - to get finalized and executed.