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Because it's the console's premier exclusive feature, that's why. And it is good. I'm in the camp who has that slider at full tilt permanently. Who does glasses-free 3D better than 3DS? I don't think it was added to "improve gameplay" but rather to create a sense of immersion that can't be found elsewhere, and it definitely does that. For what it's worth, it dramatically improves gameplay in titles designed for 3D, such as Mario 3D Land.
First-party games forgoing 3D with with no compelling technical reason is an abomination. Wasn't going to pick up this game anyway, but this would have changed my mind if I were.