I don’t even think they really hid it from the console space. Their entire PS3 launch was peak hubris. They just don’t step on rakes as much as Microsoft does, and Nintendo would shoot a litter of puppies if it helped them protect their IP rights, so they look better in comparison.
Turning into? They’ve always been this way. It’s been like 20 years since they decided it was ok to install rootkits on people’s PCs to protect their IP rights.