Not saying Nintendo isn't still family friendly. It's just that they're less insistent on being family only. Wii U era felt like they were trying to be as overly safe and sterile as possible. Switch era Nintendo is still friendly for kids, but they're not afraid to get a little dirty either.
I wouldn't say that. Since N64 era Nintendo has tried to shed some of the 'Kiddy ' moniker they earned with varying degrees of success. The Wii U they published Bayonetta 1 and 2, even paid to have a model cosplay her in Playboy, they also tried supporting other titles like Devil's Third. It is just their opening market push was trash.