Rehashing and milking are not interchangable terms.
However, no one should deny that Mario is milked because there is plenty evidence of that. But how can you blame them if they sell enough? If anything, if it bothers people so much, then they should be blaming the market and not Nintendo since any company with any actual business sense would do the same thing if they had a character that is as iconic as Mario. In addition, it doesn't help that Mario has a universal appeal and therefore is capable of being applied to a multitude of genres unlike Master Chief for exmple. (You just can't imagine Master Chief playing Tennis or Football can you? :P)
And while I agree and applaud Sony for supporting new IPs it doesn't excuse the double standards of people when most new IPs in general are mostly comprised of old game ideas wrapped up and repackaged as a new franchise. However, do I think there is anything inherently wrong with this? No, not really. But I also don't think there's anything wrong with the way Nintendo does things either.
Furthermore, Nintendo does make new IPs, but just because they aren't well known doesn't mean they don't exist.
Here's a random list for anyone who wants to take a look at the new IPs both published or made since 2001.
http://kyoto-report.wikidot.com/forum/t-469495
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