Because it's all digital downloads...
Very cool if you don't have Game & Wario or Donkey Kong Country Returns 3D, but kind of sucks there aren't any physical gifts. I'd still prefer DKCR3D over a plush toy or a calendar. The soundtracks and statues were good gifts I'm glad I got in past years, but a $30 game is actually great and going to be very useful to me. If you get Game & Wario, it does get 3XX points for the Digital Deluxe promotion.
As always, Platinum members can choose either Plat or Gold reward. It's worth noting that Game & Wario and DKCR3D are both $30. Dr. Luigi and NEX Remix are $15. Earthbound, Fluidity, Mario and Donkey Kong: Minis on the March, and Dillon's Western are all $10. The rest are in the $2.99 - $5.99 range.
If you're a Platinum member, it would be dumb to get anything besides the 4 most expensive (unless you already own them). But Earthbound for free is ALWAYS a good choice.
Oh and you have to pick your gift before August 15, 11:59 p.m. pst.