In a sense, I found it surprising that Nintendo didn't start it back at the Wii U.
It makes logistical and financial sense, as it benefits giving Nintendo an avenue of revenue for them to recieve, while also giving way to treat those who do purchase it with unique rewards that would be exclusive to those with the payment program (like how Xbox and Playstation handles it but with Virtual Console titles).
It's a risk, but it's worth it for the long run as it'll benefit Nintendo in many ways. Plus, considering how much it's worth yearly for Xbox Gold and PS4, it's essentially a steal.