Dedication has nothing to do with it. Naruto novels aren't something new. They've been released even during Shippuuden's manga run. They've never been considered canon (due to not being written by Kishi or approved script) but recently some feel the need to try to play filler as canon.
Shueisha are the publishers of the novels. They created a timeline for them, just like how SP fits their fillers in the canon timeline. I fail to see how they are canon when they have no input from Kishi and are written by different authors.
I love how you fail to justify it by saying the timeline is official, its not, its made by Shueisha to simply show when the novels take place...... here's the canon timeline, shown prior the last work Kishi did for this series: