I think Splatoon will be worth its cost when it´s "finished". It is fact that they released an incomplete game, proof of this are all the weapons and stages that were already completed, but they cut them out only to release periodically during the first weeks.
This "fake hype" is good? Bad? I can´t say. I think every game should come complete with what the developers managed to finish. On the other side, I played Splatoon for hours on launch week until I got bored. Weeks later, I started it only to download the updates, but all the new content that had piled up made me want to play again.
We, who bought the game near launch, have all the right to bash its "incompleteness", but the price won´t go down soon and I believe it will be a good game with all the future updates (since its sales were good and the developers are promising to support it for a long time).
TL;DR: All who are playing now are beta testers who paid $60 for a game that has potential, but haven´t fully achieved it (yet). But hey, the game is fun and its DLC is not like Capcom ones, so at least we have that.