It's actually kind of understandable. They didn't want to figure out a way to put something in the store that some people could see but others couldn't based on nebulous criteria, so they just added the appropriate titles to every account that existed within the Ambassador period; what Patrick's pictures don't show is that you're "redownloading" games the system says you've already purchased. Essentially, as far as the store is concerned, they don't need to sell these items because everyone (who is entitled to them) has already bought them. It's just up to you to put them on your 3DS. They certainly could have advertised it better, or they could have had them all stacked together in one download. Or if they're going to issue updates for them later anyway, they could have had downloadable "vouchers" that were available for free in the store within the Ambassador period then pulled out when the period ended, which could then be updated into full games when they were (more or less) ready for release on September 1st.