After all the big hype about Earthbound including it to kick off the service would have been ideal.
I think the problem is largely that Nintendo is like some band releasing a new greatest hits every so many years and it always has the same major omissions and questionable inclusions. No one on Earth is waiting for Balloon Fight or Ice Climber on the Wii U. Nintendo always goes to this old "black box" NES games that us kids thought were old and lame in 1988! That isn't the NES that people are nostalgic for. Most of those games came out in Japan before SMB and their North American releases came across as filler. They looked very out-of-place in a post-SMB world and in North America that was all we had. They fit the early Famicom years where getting good home versions of classic arcade games like Donkey Kong and Pac-Man would have been a selling point. But for us, those sort of "get the high score" games are associated with the pre-crash era. When we think of the NES we think of Mario, Castlevania, Mega Man, Double Dragon, Ninja Gaiden. Sidescrolling games with levels and bosses and a clear beginning and end.
As a result the whole thing comes across as pushing the weaker titles first so that they are not overshadowed by the better ones. It feels like Nintendo is presenting a phony history to give some of their lesser titles more importance.
And why the hell are we even getting the NES version of DK Jr. anyway? Every other company now provides arcade perfect versions of their classic arcade titles, except Nintendo. We should be getting the arcade versions of DK, DK Jr. and Mario Bros. While we're talking arcade games, wouldn't it be cool if Nintendo let us get the Vs. versions of NES games? The Vs. arcade releases had slight differences from the NES versions and hardcore videogame historians would love to get a legal copy of those. Capcom will put every slight variation of SFII on the VC so I don't see how that would be any different. Hey, it might get some people to double-dip and Nintendo LOVES that.