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If they build a "normal" console then yes, they should simply build something which is around the power of the competition and use the same discs and stuff.

But they build something different with the Switch and with that, Nintendo doesn't have to look at if their device will get the exact same games. The more third party games the Switch will get the better but this time Nintendo has a device games have to be build for and not a device which is build for third party games the other consoles get. 

And that is absolutely fine as long as it is something customers are interested in.