Hum.
I do feel for the guy. That blog post communicates well just how gutted he must be feeling. Ouch.
...I did not know that Mutant Mudds had a sequel(?). His naming sense needs some orbital ion cannon sized readjustments. Yikes. Yiiiiikes. Better quadruplecheck any future game names. And that's coming from someone who appreciated the pun in the game this thread is about. What can I say, I'm easily amused.
Releasing a 15 game while everyone is reeling after hunting for ages for a 300 console with terrible availability, ridiculously pricey accessories and mostly full priced games is a bad idea. That's way too close to the lower boundary of switch indie releases as well. To top it off, the eshop presentation did the game no favours. I think he underestimated just how little time the average Joe spends on a game in the eshop. Especially as an indie dev, all he can hope for is a casual glance at the icon while it scrolls by on the way to the major releases. So yeah, his eshop-fu is weak.
In general, even as an European that actually opened the eshop page of his game during my weekly MyNintendo points fuelled visit I completely dismissed his game and did not even notice that it was from the xeodrifter/Mudds dev.
I'd suggest focusing a bit on his brand - easily distinguishable visual tics, shared colour pallettes, adding themed bonus levels of the next game to the last update of an existing game, that kind of thing. That way, he can drag his earlier customers along. Tricky business that can easily backfire, but hey, he's the indie dev, that kinda shit comes with the territory.
I also question the wisdom of designing your game as more or less generic platformer on a system filled to the brim with such games (and spend major time on a level editor on a platform with a very recent Mario Maker port), but eh.