I think the good and evil aspect really stems from
how they go about making money. When you look at companies like EA and Activision, who shove yearly installments of a franchise down your throat, and who have also attained multiple class action lawsuits due to releasing broken games, then that would probably qualify as evil.
I think Ninty is just strict.... granted I'm pretty sure their method of thinking back in the 80's was they were reviving a crashed market, and wanted to make sure they succeeded and didn't go the same way Atari went. I can applaud them for that, and as dumb as some of their decisions have been over the years, they never throw it in your face that they are just out to make money. You don't see them pulling the CoD card with their franchises and shoving the same shit down your throat year after year (although Mario games have been a bit suspect lately).