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Of course they are. They've been doing it since last generation with Wii U. Amiibo was really not much more than a cynical way to wring extra money out of fans who were already in the ecosystem.

Switch is just doing it in more ways, but the sentiment has been there for a while.

It says everything about their ambitions with this device at present that they're doing this. When they remove the dock and cut the price we'll see how mainstream they're aiming to make the device. Right now it's a niche machine targeting the Nintendo hardcore and what's left of the high-end handheld gamers (i.e. me).

Aside from stuff like 1-2 Switch, which I still don't fully understand. Casuals aren't buying consoles, Nintendo.