It's actually been a major part of the company's philosophy since they entered the console market. Their preference for matured tech and creative gameplay solutions dates all the way back to the NES, Game Boy, etc. with Gunpei Yokoi and, to an extent, Hiroshi Yamauchi. Yamauchi was also a firm believer in their games-first approach, which has also played into the ideas behind the Wii and Wii U.
Contrary to what folks may think in a post-Wii world, Nintendo has never been this "hardcore" games company. They always have and most likely always will target children and families, provide unique and intuitive gameplays experiences, etc.
Nintendo could rather easily sport beefy hardware and eat huge losses, but we've already got two nearly identical consoles in Microsoft and Sony. There's really no room for Nintendo in that market. They can try to appease them as they have with the Wii U, but they'd most likely be digging their own grave by betting all of their chips on a high powered console.