RUMOR: Developers unable to price their own WiiWare titles?

Target Toss Pro: Bags was announced today via an IGN interview. The basics of the game were discussed, though when pricing was brought up, Andy Kniaz of Incredible Technology noted, “In the end, Nintendo sets all pricing for WiiWare based on the game and its contents.” From what I can recall, weren’t developers able to ultimately place a price point on their own games? Are there exceptions to this? Or, is this nothing more than an error on Andy Kniaz? Either way, I’m sure we’ll find out in due time.