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It has always been like this since launch. All Deluxe/Premium 32GB models are automatically enrolled in this promotion.

Just goes to show how terrible Nintendo can be with not only their own online newtork, as this should have always been a part of the eShop itself, not some arbitrary website, and marketing, as must of their own customers are completely unaware of this.

Funny how this promotion right here could move some more units if only people  knew it actually exists.