Coming from the press release we posted earlier...

Additionally, consumers who pre-order at select retailers will receive a bonus download code for the 3D Classics: Kid Icarus™ game, a re-mastered 3D version of the NES original. The download code will be delivered with the purchase of Kid Icarus: Uprising. A deposit may be required for pre-order. Kid Icarus: Uprising will carry a suggested retail price of $39.99 in the United States.

Wouldn't it be nice if Nintendo actually told us what retailers were doing this?! Thanks to Zeeroid for the heads up.