But it's not like the ratings correspond to what audience you want to target. It's just a recommendation, a warning for parents that some stuff might be too much for certain children. In today's age where a game like Rocket League can be a hit with adults, very few gamers care about ESRB ratings when buying a game for themselves. They play what they find cool and fun. Nintendo's problem in the Wii U days was that they didn't make themselves look cool. More than half their marketing for the Wii U involved 9 year old suzzie and bobby begging their parents to buy them a Wii U with games like an overly sterile and colorful 3D Mario game. That's not what older audiences find fun or attractive. Compare that to the Switch where you have kids, teens, and young adults shown playing games like an epic open world Zelda game, a stylish and flashy Arena fighter, a rebellious ink shooter, and a risk-taking Mario with New Donk City and Cappy possession. Switch era Nintendo is cool because their games and marketing are cool. Nothing aesthetically feels lame or sanitized. Nintendo's re-invented themselves as a company who can take risks, while still maintaining a friendly face.
Kids can't buy certain rated games, correct? Why are you saying it's just a recommendation then? It's against store policies. It's a rating of the content in a game. Again, adults won't buy a M rated game because of the rating but because of the kind of content they tend to have. It's the same reason why adults watch higher rated content versus kids' shows. Nintendo is doing what they've always done with their games.