3. Seriously how is this better than Club Nintendo, it's not enticing anyone to do anything
Objectively comparing similar rewards, MyNintendo is FAR more generous than Club Nintendo. For example, to get a free 3DS Virtual Console game, I had to spend I think 45 gold coins in My Nintendo, which I imagine is roughly equivalent to $45 real spend. But in Club Nintendo, similar games cost 150 Club nintendo Coins, which was roughly equivalent to $150 real spend. MyNintendo redemption values are VASTLY more in our favor than Club Nintendo.
The REAL drawback is the switch to all digital rewards, which has so constrained the reward options as to really give fewer desirable options. Mere physicality and limited supply is a huge draw even if I had to spend $800 real spend for what is a deck of cards. But because I own so many eShop games already and don't have much time, it's hard to get excited about spending even 45 gold coins for a VC back catalog title that has a retail value five times a deck of cards.
Of course, the switch to digital rewards is easier for Nintendo to run. But the limited number of rewards really ham strings them in other ways. I've personally thought that low-lying fruit to improve the situation is for Nintendo to offer way more DLC options as rewards, like Mii Costume DLC in Smash Bros. Imagine if a new reward was a Hyrule Warriors DLC? An increased offering of DLC rewards would be easy to implement and keep costs down while widen the rewards offerings for gold coins.