Well i'd say it falls halfway between shovelware and pure marketing genius.
Think about it, minimal game development, boxed and sold at adult eye-level at the game store where you go to buy your kid ds games. "oh we were thinking of going to britain on vacation this summer! sure beats a map!" *sold*
I guess we all just have to get used to the fact that companies are going to continue to exploit the fact that the ds is a popular handheld platform and even companies as stable as square enix are going to cash in with the new casual software trend.
I can personally look the other way and not give a shit as long as they continue to license good games with the virtually pure profits they're making off the new bridal, horsez, or whatever shitware game is lining their wallets.