Actually no this is what came from Nintendo itself
They don't consider Xenoblade one of their primary series. It's why they're not showing up in marketing group shots for characters. I don't agree with it personally and I think they should promote it, but they have chosen not to align Xenoblade along the likes of Zelda, Mario, Animal Crossing, Pokemon and the others. I think even the Nintendo wiki does this and excludes Xenoblade and has it be directly at the bottom under "other" or something like that.