What causes this service to stand out are the rewards themselves, which include physical Nintendo-themed objects like Wii remote holders, paper fans, tote bags, greeting cards, and much, much more. The fact that Nintendo is offering items like this for nothing more than buying their products (with free shipping, I might add) puts them ahead in the rewards game, and gives fans an extra reason to keep coming back.
If there is anything I'd love to see more of though, it's the idea behind uPlay, a system set up by Ubisoft. With uPlay, players are awarded points for completing certain objectives (which are usually the same goal as an achievement) and these points can be cashed in for additional game content. The best part, however, is that these can be used on any Ubisoft game that you've played across any console. Rewards consist of extra maps, new weapons, game modes, characters, and even themes for your Xbox360/PS3.
I can hear some "glass-half-empty" people out there going "yeah, well I bet this content is already on my disc! Why should I have to unlock it?!" Well, my response to you is that all the content available for a game is not only completely optional, but there are always enough unlockable points in a game to pay for all of the title's bonuses. Sure, you may need to work a little bit extra for a shiny new SCAR-H or workout routine, but hey, I look at that as replayability.
This is a feature that more developers should implement. Imagine unlocking a new camo for Snake in Metal Gear Solid: Peacewalker because you unlocked a certain achievement in NeverDead, or gained access to the Collector's assault rifle in Mass Effect 3 because you beat a hard boss in Dragon Age 2. These kinds of services give back to the gamer simply for playing the game, and provide an awesome excuse to give your favorite game just one more playthrough.
Each and every service I mentioned has something for someone, and all of them are great ideas. Giving back to gamers for their dedication is a wonderful concept that really needs to be implemented more across the board. Sure, some fancy armor if we pre-order is nice and all, but there's no personalization there. By offering rewards programs, companies give us the option to pick what we want as a thank you for buying their products. Yes, it may still be a polite way to say, "Hey, buy your games!" but I think it sounds a lot better than an online pass, don't you?