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SegataSanshiro said:

Well they don't want to be confused for 3DS games or Vita. One problem Wii U had ESP in the US is the cases spine looked just similar enough to Wii,Stores had to put signs up to tell people early on. Nintendo is doing everything they can down to the small details to show it's not a Wii U or 3DS.

They really seem more interested in avoiding those confusions. Even the new color is completely different from 3DS/Wii U games.