Coupled with those confusing cartridges, Nintendo sells cards that could be redeemed for a copy of a game. They're shaped like credit cards, and I always thought they made for horrible gifts. They just don't look good as a gift. These cartridges solve that problem.
This is a clean interface in terms of the software and the sales experience, is as cheap as possible for the devs, and preserves the resale value (so long as Nintendo keeps their store open). This, my friends, is the future of physical games.
If I were Microsoft or Sony, I would pay attention to the reception of these cards. I wouldn't be surprised if Sony's next console has a cheap card reader to allow physical copies with a similar system.