In a Blue Ocean Strategy, you don't want to be cutting your prices. The goal for the value proposition is to hit the best mark from the start and stay right there for as long as possible.
Iwata talked about the value of games dropping as a result of markdowns. He believed this practice was very harmful to the industry. So they've been acting on it.
I also remember, several years ago, saying on this board how cutting the price of the Wii, when they did, was a big mistake. That Nintendo was "admitting defeat" for cutting 50 bucks off the Wii value, the same holiday their massive megaton, New Super Mario Bros. Wii, was scheduled to come out and prop up the value of the system. The reason they did it was cause while Wii was still killing it, the sales were declining (it was actually available on store shelves), and others like Pachter, Activision, etc, were pressuring them to cut the price so it can sell out again.
Looking back, I still think it was a big mistake. A better time would've been May of 2010 alongside Super Mario Galaxy 2 since Wii wasn't getting another big game until Donkey Kong Country Returns later that year.
But anyway, Nintendo wants the value of their games to remain high for many years. The quality of those games is important, but so is the prices. If it's quick to crash, then there is not much value in it.
Now of course keeping the value at a premium forever is not likely to happen. Competitors catch on, a Red Ocean forms, competitive pricing becomes necessary to compete with strong foes.
Right now, Nintendo's got 2DS as their big price cut to 3DS and Pokemon has been mainly driving that system since the summer thanks to the Go app with X/Y, Ruby/Sapphire/ and now Sun/Moon (all software are fully priced). NES mini is selling for $20 less than 2DS, and they can't keep that in stock. The hardware legacy on top of the strength of the 30 classic titles that comes with it are the main drivers. Gotta love that nostalgia. Makes me wonder what next gen kids will be getting nostalgic for.
For some other games, Nintendo is now doing their "Selects" line and pricing them at $19.99. I don't think we'll be seeing certain games like Splatoon enter that line, since I believe Nintendo see's huge potential for that IP moving forward, had been proping up that software up with updates, and the Switch version will probably be some kind of expansion than a true sequel. Switch version will be the new main version of the game, and the Wii U disc's will just be phased out.
New Super Mario Bros. U won't join the line either. They updated it by adding the Luigi expansion to it to help keep the $60 point value at retail. With Wii U out the door now, I'm sure a true sequel will be coming.
But seeing as they're recalling Wii U's though, I'm not sure there will be any more Wii U titles at all being added to the Selects. It's all about the Switch and 3DS now.