It's always been the way. As I said, they might release them under Nintendo selects which are usually pretty much half price from their original rrp.
The games are usually so good that they're worth the money, hence the reason almost everybody buys them. I'm under a massive backlog, so I can afford to wait it out, as any new games would just sit on the shelf anyway.
Having said that, I will pick up Astral Chain and AI: The somnium files when they drop in price and I have Luigi's Mansion 3 on pre-order. Something I usually never do, but I loved the previous two mansion games.
Having not seen one, is there really that much difference?