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They may have money but they most definitely don't know what they're doing. Their gimmicks have failed, it's their IP's that still keep them really well off.
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I wouldn't call the Wii a failure, nor the DS/3DS, and I've heard really good things about the WiiU. I agree they're relying too much on gimmick's, but last time they relied purely on beating the competition with better hardware they struggled(Gamecube). Nintendo decided to not go down that route anymore and set themselves apart from the competition--and it worked.
Do I agree with the gimmicky stuff? Nah, not really, but I can understand why they went with the direction they did.