Didn't Iwata also state that, it will also be cheaper. (no middle man to pay) and retailers will be buying the "codes" to download a game at wholesale prices, so that they can make their own price and be competive.
"So far, the software sold at the Nintendo eShop has not been offered in other sales channels, so the price points for the consumers are virtually fixed. When it comes to the digital download software that our retailers are going to deal with, just as they do so for our packaged software, we will ask them to decide the price points. Accordingly, the retail prices for the same digital download product can vary by retailer. In terms of the fact that the company is offering the value of the software itself, we do not have an idea to act on such a belief as, “digital download software should be sold at a cheaper price point than the packaged software counterpart.” In terms of the Japanese “maker’s suggested retail price,” in principle we intend to set the same maker’s suggested retail price point for a software title. By taking this approach, there will not be a situation like “there is no markdown for the digital products while markdowns are the norm for the packaged software.” We would like each of our consumers to choose the most appropriate purchase option for them.
So, if I can illustrate what I have said today…
As you can see here, in the common digital product distribution of today, it is the standard business model where the platform holder makes direct sales to consumers, which is often called the disintermediation type of digital product distribution. However, the digital product distribution channel Nintendo conceives is not the disintermediation type.
As you can see, Nintendo sells its digital download products to its retailers, and the retailers sell them to the consumers.
In this case, retailers are going to decide the retail prices of our digital download products, which have been decided by Nintendo so far. Nintendo will not be involved in the retailer’s retail price decision. Also, Nintendo has so far been shouldering the billing and the settlement costs at the Nintendo eShop business, but with this system, just like the ordinary packaged products, Nintendo will not shoulder these costs."