Nintendo digital prices are insanely high anyway. Other than digital only people, why would you choose them over any retailer with any kind of discount system?
To be fair, gold points are a form of discount. And for me it's usually convenience. I will oftentimes find myself looking for a new game to play late at night on the weekends, and digital gives me the opportunity to get and play the game within minutes.
I would prefer it to be a physical copy, but in recent years I've found myself becoming more and more willing to go digital for the convenience it affords.