This was the first year where I was a member, and I did get to platinum, but it was only because I had a LOT of games saved up from over the years and I hadn't known about the club until a friend mentioned it to me last year. I can't even imagine myself getting platinum any other year, since I'm not made of cash and there has been a rather obvious dearth of variety in their games lately (because of their weird aversion to 3rd party software), but that won't stop me from buying what I want. If you think of the prizes and gifts as an incentive to buy more, I think you might be taking it the wrong way.
Now, I'm
not angry about the prizes (the cards look OK) because they are a nice bonus to the games and system (my 3DS) I was planning on buying regardless. However, it is frustrating to see JA and EU get really awesome gifts and
raffles* year after year is really frustrating. I want to be able to say "I totally won this in a Nintendo raffle!/OMG! Best Club gift ever!" instead of "Yeah, I bought this off Ebay." It is definitely more exciting to earn something through passion about a product rather than using money to get what you want.
Haha, I noticed the year thingy too! It is kind of confusing if you've never been a member before; I'm glad they added it.
*I believe the 3 Mario character 3DSs were a raffle if you bought certain games in a certain window of time, correct? Thread here: http://neogaf.com/forum/showthread.php?t=454149