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Probably because it ties it to a younger audience and the art direction. They could easily not put mario in some of those titles. People tend to not like milking franchises when it is done on a regular basis. People who have an issue with it probably would rather see a realistic emphasis on games instead of the cartoon-like art that comes along with mario. If they made a FPS with Mario I would hope they go dark or noir with it, a grisly mario and a rough and tumble world. Sure would be a wonderfully refreshing direction with the familiar franchise. Reiterating the same design and concepts get old.

EDIT: For example, have you watched There Will be Brawl?



Before the PS3 everyone was nice to me :(