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There's probably enough blame to go around. Could the eShop be better? Absolutely, but Nintendo's not responsible for marketing your game. I haven't heard much about this other than the title, and with the volume of games coming to the Switch on a weekly basis, it takes effort (and a little luck) to stand out.
Now, if Mr. Boyd's interested in porting the Penny Arcade games to Switch, that's a conversation worth having.