I think people using the "they make the same game every time" thing for SSB and Mario games fail to realize that they literally only make one of these games per new console generation, unlike other iterative titles that can release a franchise title every year. This means Nintendo titles generally have longer development time and better technology every time they make another one of these, which is more than what can be said about other franchises. It's also why Nintendo has the reputation of consistently releasing high quality games.