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Bofferbrauer said:

It came for free in the beginning, but was announced right of the bat that it will not stay so, so many took the freebie while they could. Also probably the reason for some VC titles, which sometimes started with 50-80% off during their first week.

Interestingly, Earthbound is actually the opposite. It's priced a couple of bucks higher than other SNES games, at least in the US, yet it places fairly high.