Stuff like this really alienates their customers. I used to be a big fan of Nintendo stuff and collected a lot of stars (what they called points in the European store). I bought a Gamecube, loads of games for that, Gameboy Advance and a Wii, loads of games for that too. I had thousands of points collected but kept them saved up as the only rewards online that I was interested in were the memory cards etc that sold out really fast. I had no interest in using the points for background pictures etc which was all that was offered.
Then suddenly, Nintendo decided to change their policy to say that any nintendo points older than a year would expire. Still, the items that I wanted to spend them on didn't appear and I ended up losing thousands and thousands of stars. I had enough for several physical rewards but they were always instantly out of stock in the store.
That change in policy felt like a betrayal to a loyal customer and honestly, I haven't bought a nintendo product since. No game, no no console, nothing. Loyalty meant something to me and Nintendo threw it in my face.
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