Originally Posted by Robin64
Well the notion was that Nintendo would put the games up on eShop for purchase directly at the full RRP as to not upset retailers. Then they would issue download cards to those retailers, which the retailer could sell at a price they set. A customer would just have to purchase one of those and get the game digitally, but cheaper.
The card system, however, has only come out in Japan. It's stupid.
I was linked to an european online retailer last week that sold 3DS game codes directly (probably scratched from the cards themselves or generated with a coupon machine?) so I guess the system is slowly coming over here.