Well technically they are free.
I actually hardly register my games to Club Nintendo and even if I do, rarely do the post game surveys. I am so backlogged in my life that I hardly have time to play. When I do, the surveys are expired.
Looking at how many coins I have and the cost of the games, they do seem a bit on the high side. Then again, since I am so backed up, it's unlikely I'd spend it on a game. I've gotten a shirt and a couple of odds and ends from the Club for friends in the past, but not games.
If this were Japan or even Europe I might visit Club Nintendo more. The US offerings suck pretty bad compared to Japan. They have such cool offerings there.