Losing money on these games isn't a given; as others have said, Nintendo could either license it to a company like Aksys or at least make a limited release to test the waters. The puzzling thing is that even in relatively recent history Nintendo has published games with limited audiences in the past, such as Chibi Robo, Odama, Fire Emblem: Radiant Dawn, Baten Kaitos 2 and arguably Dragon Quest VI. Last year, they chose to help with the publishing and marketing of Monster Hunter Tri... So, I wonder what's changed between now and then? It doesn't really make sense to me. Arguably, they're in a better market position now than when they released the many of those other games...maybe that's the difference.
Frankly, a built-in hype machine seems to be forming around these games; is there a legitimate business reason why wouldn't Nintendo take advantage of that? Who's to say that any one of them wouldn't turn a profit? For all we know, the Wii U is still nearly 1 to 1.5 years away. That Wii release list looks pretty sparse. If I cared about anything they're planning to release other than Skyward Sword, I probably wouldn't be this troubled by it.
I know it's not Nintendo's MO, but in this case I do think it would behoove them to provide more communication to their fans than this. The big problem with their response here is that between their apparent marketing of the Wii U and their response to a very motivated fanbase, they're sending mixed messages to their overall audience. The way they've handled this situation so far seems as if they're answering from an ivory tower. It's a good opportunity to build good will and reinforce fan loyalty, and honestly, they're throwing it away.
I'm not surprised by this response from NOA, and I don't plan to "cut off my nose to spite my face" by either making a self-professed "ban on Nintendo" or by refusing to buy a 3DS or Wii U. Frankly, I would like to play games on both; but, frankly, it does give me serious pause about being an early adopter of either system. Honestly, since at least one of my kids is getting close to the age where he can start playing games, I most definitely will probably start basing many more of my gaming/purchasing choices for him, anyway.
Still, if I cared more about more of the games that the other two systems were publishing, yes, they probably would get my money first. (Still waiting on The Last Guardian, Sony!!!)