Why do people think its bad? Seems like a great value.
$34 for a family account that includes cloud storage and free NES games? Done. Hell just sign up with a bunch of friends.
The only negative is still the separation with the app vs all being included in the Switch. Maybe it'll turn out awesome once its launched, but I have my reservations on that.
However, that does not mean the value of the online service isn't anything but stellar.