I feel like the thread's already established a preference for goofy stuff over serious stuff, but my favorite thing in any Mario game happens to be the latter. I love the plot of Super Paper Mario, and I definitely don't think it takes away the appeal of the goofier parts either. Heck they complement each other. I couldn't care less about a bunch of anatomically correct human characters having an angsty plot, but when it's goofy cartoony Mario characters I like being able to relate with them and go on a journey with them. Super Paper Mario, and TTYD also, provide this: I love the M&L games for their characters also. The plots don't get quite as serious but still have their moments, and when those moments happen they still give me that rush of the moment. For example when Fawful awakens the Dark Star and the stakes are raised as Dark Bowser comes to life, then later completes the dark power after finding Fawful.
Of course I also love the platforming gameplay in the main series even if I think storywise they could use more. The music is great in all the games, unless your name is Yoshi's New Island (even then i think it's mostly just that one awful track, i've heard some decent songs in that game). Mario Kart provides great fun & entertainment, especially online play (though currently due to MK8 being the go-to game for soooo long now and kind of getting stale, it's REALLY due for a new game, properly on the Switch with at least 4 new nitro cups). Super Mario Maker is looking to be a very mechanically deep series that will continue providing tools to build your own experiences for years to come. Really overall, I couldn't imagine a life without Mario. Even though I lived it 20 years ago. But I sure couldn't go back now, though I still like the things I had then like SpongeBob and the Brave Little Toaster.