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Because games are different than movies. Movies last for an hour or two so the idea of keeping them isn't worthwhile for many. Games on the other hand are worthwhile because you can play them again and a lot of effort is put to them.
They also function differently. And who is to say Nintendo will not remove the service once the next gen console comes out?
The only reason people are paying for the subscription is for the online and cloud save. So far, Nintendo hasn't made a survey on how many people use the service to play nes and SNES games so that means Nintendo has hardly made anything of worth releasing them on the service.