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We actually do know what Nintendo is doing. Damon Baker over at Nintendo was on IGN's podcast and stated that they do want to have either new games or games with exclusive features. As someone posted earlier, it is weird considering that Tomorrow Corp's games are there and Shovel Knight (although the 3rd campaign was timed exclusive). They will most likely open it up later on but it is annoying for this sort of thing to happen. I also don't understand what you mean by "friendly" titles.
IGN Source: https://youtu.be/yUiCnAGnbgA?t=2540