It also really depends upon cost.
If they're simply building in an added cost over the average projected active device time (3-4 years average) and they charge $20-$25/year expectations might be lowered for what that service fee provides beyond online play.
Although If they want the average buyer to spend closer to $400 in addition to whatever games they buy over the lifetime use of the device it's hard to say whether that's to pad what is already a profitable device on Day 1 (still haven't read any BoM estimates) or simply to pay for whatever server rental and or maintenance costs are associated with the Nintendo Network, or whatever they're calling it.