Some of the new Nintendo Switch games (Shephy, Levels+, Boost Beast) are pushing to paint the system as more of a smartphone.
Why is Nintendo even allowing this?
Because that's the crowd they're after? It's no secret they used the tabletpad on the Wii U because tablets were hot with the normies and they thought everyone would cream their panties at the idea of getting yet another tablet-like device. Also why they're putting so much focus on mobile video games, in hopes of gaining brand recognition among mobile users and get them to transition to a Switch. Also why the Switch was advertised as a hip and trendy device for outgoing, well-adjusted attractive teenagers who like parties and hanging out.