1) Neither Steel Diver nor Pilotwings Resort have been released on the NA eShop.
2) "Pretty much" seems stretching it -- is anyone carrying any of the eShop titles at anything less than the MSRP, aside from the random sale?
Your claim seems rather ludicrous. Nintendo is releasing titles at identical prices to retail (or, if you prefer, "pretty much" lower due to lack of sales tax). They aren't charging greater than retail prices by any means, aside from sporadic sales.
I mean, I fully agree that they are overpriced given they are downloadable titles, but you can't claim they are more expensive than the typical, ordinary, normal retail price.
(I am curious, though, how Nintendo Select/Player's Choice discounted titles will play into this in the future... )