It's discounted until August 13th
As a reminder, Donkey Kong (NES) is $0.30 on the Wii U Virtual Console. It's the last game in the Wii U Virtual Console Anniversary Sale, and the deal will continue until August 13th. Sadly, Nintendo hasn't announced whether or not they're going to continue the $0.30 promotion after this, but I think they would be missing out on a huge opportunity if they didn't.
Given their gigantic stable of first party games, some of which have aged worse than others, it would be extremely beneficial to make a big deal out of offering, say, Urban Champion for $0.30, to hype up the Virtual Console. Even if these games aren't top shelf material, nearly everyone is going to at least go to the store and look at the front page, which is all Nintendo really needs to suggestively sell other content.