Ally of Justice
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If we go by history or recognition:
Nintendo has been supporting Indies openly for a while now and Shovel Knight was released first for Wii U, 3DS and PC. Both Shovel Knight has found great success with (for an Indie) and it takes as basis a 8-bit aesthetic (Which makes most people immediately think about the NES). Shovel Knight is also one of the most well known current indie characters so it would be not only because of it being Shovel Knight, but as a representative of the whole Indie game developer movement.
- Shulk has only one game, and being rather new, a lot of people wouldn't either associate him with Nintendo nor even recognize him.
- Dark Pit appeared only in one game. No one would argue on both Pit and Palutena, since they come from early Nintendo history, but Dark Pit appeared only in one game (Although he was probably included because of Sakurai)
- Ness comes from Nintendo early history too, but people can't even play Lucas' game because it was not released outside of Japan. To most people, he would be unknown and only related to Ness (and, therefore, Ness' "games") by virtue of being similar in artstyle to him and his moveset.
Nintendo has been supporting Indies openly for a while now and Shovel Knight was released first for Wii U, 3DS and PC. Both Shovel Knight has found great success with (for an Indie) and it takes as basis a 8-bit aesthetic (Which makes most people immediately think about the NES). Shovel Knight is also one of the most well known current indie characters so it would be not only because of it being Shovel Knight, but as a representative of the whole Indie game developer movement.