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Don't you wonder why in every completely new game since XY the villain is the apparently benevolent head of a big company? Maybe is because it's related to the real problem with the bastardization of the core rpg series and maybe it's related to that greedy shit-eating grined fuck over at TPCI and their insider Ohmori meddling with Game Freak by looking down on them and forcing the yearly release schedule, XY being the first victim of this, the ones behind "kids don't play for so long nowadays because of mobages" excuse for the lack of following Pokemon and battle frontier in ORAS and S/M almost being the ones to start the culling trend. Masuda is just the sparring bag, watch his disappointed face as he talks about the Galar dex controversy during the tree house live event and Bill genuine reaction to the news (he didn't believe the rumors could be real).
Nintendo is quite pissed about this situation since it directly conflicts with their monetary interests and current work ethics.