sooooo i am going to guess that this is getting replaced with something, especially now the digital promotion for wii u early adopters is over too. maybe something like this:
-account-based (tied to your nnid) program
-get $5 back for every $50 you spend digitally
-earn points from surveys filled out, which can also be spent on the eShop (no more physical rewards, but far greater selection of digital games)
-platinum reward people get some sort of physical item at the end of the year, and gold members get a free game of their choosing
Didn't Iwata mention something at an investor's meeting along the lines of "The more games you buy, the lower the price will be of each game" or something? I can't find a link right now, but I swear he said that.
Maybe they'll implement something like that this year, and they had to close down Club Nintendo for it to work?