I wish it was $9.99 UP-FRONT.
1) It would get rid of the 1-star reviews from people just upset about the "pay wall" (and not about the game)
2) It would actually let me share the purchase with my family. I don't want to spend another $30 on the game so I can share it.
3) This one is minor - but it would make sure the game is playable in the future, when there isn't an App Store to connect to to "restore purchases".
Online only? Lots of games are online only.
$10 for a Nintendo game? From the company that keeps first-party titles priced at $39.99 for half a decade and has terrible eShop sales?
So here's the thing about all this.....
1) They announced it the cost well before the game was available to download.
2) You can "share" the purchase of other Nintendo games like say Pokemon Sun. You'd have to have multiple copies if you wanted to play together.
3) No game lasts forever. Using DS games again as a comparison that $40 cartridge is likely to go obsolete before Super Mario Run. At least SMR can be updated with new content.
As far a mobile games go, $10 is a steal for me. I've poured more time into SMR than most other games I have on my phone - some of which cost more. Personally though I'm a stickler for high scores and am extremely competitive so replaying levels to get all the special coins and going back to beat my buddy who one-upped my high score is what keeps me playing. It's also simple to play but difficult to master which is exactly how a mobile game should be.
Chalk up the SMR hate to folks complaining for the sake of complaining.