I wont comment the scam ad as it has been removed already and I honestly believe Mochi is not running any scam campaigns.

The copyright problem is wider then just Mochi accepting games with ripped sprites or Mario or Sonic in the name. Mochi has to follow US laws and intellectual property laws are quite frankly stupid. No wonder too, they are still from 18th century and simply do not work anymore. Sadly, there is no interest to change such laws cause too much money is involved and huge corporations are earning nice profits.

As game developer is sure makes me angry to see ripoff games taking away ad money that could be assigned to my games instead. I just don´t see how Mochi could decide which game has potentially intellectual property issues. Someone thinking its a too similar to some other game or saying it uses stolen graphics is not actually proving anything.

In the end only thing that would stop Mario clones appearing is when people stop playing those. When nobody wants to play crappy clone, it gets no ads shown and earns nothing to developer. So people will eventually stop making them and start to do something original. Its really up to general public to change their view about what is worth playing.