I do think it was a poor idea to let people download the game and play a few levels and then have an option of paying more.
its a chill phone app game, most people (like myself) would not realistically pay 10$ to finish Super Mario Run if I've already experienced a few levels.
They should have charged to play it at all, would create more revenue. Also: I'm pretty sure if they released a compilation of Mario Bros 1-3 on the App Store for 10$ it would sell like hotcakes. But I guess Nintendo won't do that as they wanted to continue their Virtual E Store and just are using mobile for some cheap marketing