It looks like there might be some wriggle room in Square Enix's often derided pricing structure. The Japanese power house's head of mobile for Europe, Antony Douglas, had some interesting things to say on the subject at the recent Casual Connect conference in Kiev.
“$20 for something you can play for 30 or 40 hours is still cheaper than what you can get on a handheld. [Square Enix] Japan are trying that and seeing how it works, and it works very well in Japan."
"It has been commented on quite a lot in Europe in the West, [and] they’re responding to it. They’re seeing the feedback, and there will probably be changes in the way that it’s structured.”
This is the first clear indication that Square Enix has even been paying attention to the complaints from Western fans, but Douglas also made the point that the pricing of the games isn't an issue in Japan.
In the end, gamers are willing to pay for a quality product, and while Square's pricing might seem a little on the steep side, there's certainly a lot more content in their games than there is at the other end of the App Store spectrum.