Why didn't they go crazy about No More Heroes? Oh, that's right, because these people don't really care, they just like publicity.
To be fair, Nintendo have never been truly family-friendly. They just like to pretend they are. Okay, okay, MAYBE during the SNES years they were, but not now.
The N64 had Perfect Dark and Body Harvest, the GC has Resident Evil 4, Eternal Darkness, REmake, RE2, RE3, Mortal Kombat: Deadly Alliance, Timesplitters: FP (decapitations abound) and Killer7, to name a few. If Nintendo claimed they were family friendly, it was (in my opinion) only because they failed to acquire the licenses (or their system was too hard to program for, what with their tiny discs) for the popular "mature" games. For one thing, a lot of the really good mature games were made by companies that produced games exclusively for either the PS2 or Xbox.
As I said, though, they don't really care. This is just another way for them to gain publicity and shift their parental responsibilities to somebody else.
By their logic, we should hate Martin Scorcese because he makes films for adults. Or hate Disney for making Tron (their first PG-rated film, I think.)
Goodfellas. Classic film or attempt to subvert your kids to a life of crime?