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Square Enix charges twice that much for Chaos Rings.  MHFU costs $15.  Ghost Trick costs $10.  If the quality holds up to classic Miyamoto standards I think $10 is just about right to generate a substantial profit without diluting Mario's dignified brand — I probably wouldn't pay that much, but I doubt I'm the target market. Good thing that Nintendo is launching it on iOS, whose users spend 4 times as much money on apps as Android users, and they got excellent word-of-mouth by being the very first app to receive availability signup from Apple.