I think it has enough content and originality to be justify being more than DLC, unless it was some pretty expensive DLC. And I don't think it would have sold better. 2-3 million people might have 3D World, but it's not exactly the type of game that everyone would be expecting and waiting on DLC for (like, say, an online multiplayer game that lots of people play for a long time after release, or an RPG series known for expansions) so it might have been harder to get people to know about it and want to buy it if it was DLC (especially if it was expensive DLC - Nintendo aren't known for that so even if it was 15$ people might feel it as too expensive for something that's "just DLC", even if it had all the content and more it has as a full retail release). And I think it would have been harder to market and have less of an impact (at least in terms of people knowing about it and critical reception) if it was DLC. Going down the New Super Luigi U route and having it available as DLC and as a separate retail disc might have been a good route, but I think it would have been a waste of resources to put all the effort they did for it and only release it as DLC for 3D World. As it is I'd say it kind of straddles the line between a full price retail game and cheaper add-on content, so I think the price (I think it was ~£32 brand new here, where as a full price AAA game at launch might be £45-55, so I guess that's comparable to the price in the US) is appropriate. (I've certainly enjoyed it as much or more than many full price games, and though it is a little short and sweet it doesn't feel much cheaper than a full game).
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