You really should listen to me a bit more on this.
I mean, granted, it's just my opinion... but of course gaming press is going to be negative about it, because they are being cut out of the conversation. When you start promoting and talking through 'owned channels,' then you get the traffic. You're basically taking traffic away from press outlets, and letting consumers participate without their lens.
The press hasn't been kind to them for awhile, so this let's the main messaging get out to potential purchases through Nintendo's rose-tinted view. The sad part is, it works, but it mostly has to happen because of the vitriol the media is giving them in the first place. It's a cycle, just look at all the negativity today in what should be a big win for 'core fans,' since they are actively being called to take part in experiencing something that was typically reserved for elite access press.