didn't you buy them for nes/snes/n64?
It's delusional to think Nintendo was going to sell you Super Mario World digitally once for $5 and let you keep if forever, transferring it to every new Nintendo console that is released until the end of time.
If you want the new, tablet controller support, you're going to have to fork over the extra dough. Until then, they still let you transfer the games over and play on the TV, like always. Seems like a smart business model to me. Is it fair? I guess that's up to the consumer.
Personally, I'm in no rush to rebuy (and replay on the gamepad) my vast collection of Virtual Console games. Like I mentioned before, I'll quintuple dip on Ocarina of Time to get the gamepad support, but I won't be randomly impulse buying like I did with the Wii VC.