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Sora Ltd also reflected the whole "keep coming back" concept in Smash with grinding for Custom Moves and Equipment and such. Splatoon isn't really that radically different.
I think it's great. Keeps the game fresh, and gives all the players a reason to keep coming back, which keeps the community size large. Smart, fun move by Nintendo.
I was thinking the same thing after the first "update" happened. I was like "What?! There's new content here and I didn't even need to download anything?". I personally really don't mind as it releases content we've yet to see. After all what's the point to go through downloading all this stuff if it's ready to be initiated before the game launches? Putting this "extra" content on this disk beforehand just makes this more convenient. I just think it's a little silly to call it an update when nothing is really updating.