For many of us, it's not that it isn't free (which it is if you don't place a $$$ value on your time and information, that's where the argument really lies) it's that the prizes are all but worthless. The free VC games are cool, but only on the rare month when they have something you actually want (assuming you didn't already buy it of course). If they would let us just turn coins into eshop money flat out it would be a fine program, but of course they don't.
The other prizes suck too. The very rare times they have something worthwhile (gold nunchuck, Luigi statue) it disappears within a day, meaning if you don't check every day you are SoL. The platinum prizes have been just as bad after the 1st and 2nd year. Posters were kinda neat at first but there's only so many posters you can get, and before I quit the program I easily got enough to wallpaper my bedroom

. And, of course, most of this shit just sits on ebay (unless of course you get a gold nunchuck or Luigi statue, in which case you are an ass if you turn around and ebay it). I went through hell trying to unload those awful dollar-storeesque pins and playing cards I got for Platinum, nobody wanted to pay more than a few bucks for them. Oh, and you've gotta love the re-release of the CD that many of us already had from a game that was released a decade ago :???:
It really doesn't matter what game is worth X coins if the prizes aren't worth the time it takes to do a survey (they usually aren't, at least for me). I don't understand how Nintendo gets anything out of anybody with crap prizes such as these. I just don't get the logic; it wouldn't cost that much more to put out some decent mini-art books and UNRELEASED soundtracks, rather than the crap that I can find at the nearest office supply closet.