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A mario type game can be less than 5hours to run all the levels and still be fine, it just needs to be priced adjustingly.

A story driven game, is going to suck, if gameplay is less than 5hours.
Its just too short a time to really tell that fantastic a story in (if there needs to be room for gameplay as well).

If you have that little time, and you need to compress good story into it, you should just do away with the gameing aspect all together and go read a good book or watch a movie.

Basically it depends on the game.
But either way, Im not paying 60$ for something that doesnt have atleast 10hours of enjoyment playing it in it.