The $12 price is "less than half of the retail price" decided upon when Fractured Soul was still a packaged release, Endgame managing director Grant Davies told me. The price, which is higher than many eShop releases, is such "for us not to end up completely broke."
Davies is happy about Nintendo's new program of rolling out digital versions of retail games simultaneously. "The more quality products you can find in the eShop the better," he said. "Gamers need to be confident that when they go to the eShop, they're getting a quality offering. That's one of the problems that something like the App Store has." With things like New Super Mario Bros. 2 on the service, people will be "more willing to engage with eShop and check out what's on there."