They seem to be under some kind of god-king delusion. Like they barely even want to sell their games because they consider the world unworthy of their divine creations.
And while some of their games may be decent, their business practices are among the worst in the industry. Right from the start, they've been releasing multiple variants of the same game, but with one content aspect differing by some 5%, just so you had to buy the game twice to get all the content.

That's like if every DLC cost as much as the original game. And speaking of cost, they sell their games at a higher price than most triple-A games these days. And let's be real, they have at best indie quality. Other studios do mo-cap and full voice acting in 12 languages, Nintendo does 3 "uh, ah, oh" sounds and a single repeating sprite in the background. Not saying their games are bad, but they have less production value than most $20 games on Steam.

And then when Nintendo does, for the first time, add just a tiny bit of voice acting, everyone gives them massive credits for it. It's like they're playing in a different league, where they're the only player. No criticism or bad press ever seems to stick, because everyone seems unable or unwilling to compare Nintendo to anything else in the industry, or for that matter, anything else in the world. They're always the winner, because they're always the only player.