Everything in life has a Flux price.
You do not study for months or years in a university or an institute, pay as a good citizen your studies, contribute to Social Security for your work, built a web page (in this case a game), spend hours of your life to it. And all for nothing or for very little.
It is common sense that people and companies expect to make a profit for the services they provide. Therefore I am not against people paying to have fun, as long as what is paid is in line with the quality of what you receive.
What I think, is that in this case, there is no good marketing policy. I consider myself a normal consumer, my work is linked to the merchants (so I understand the subject). And I'm feeling discouraged to buy.
Something then, does not work well. You may have few clients who spend a lot or many clients who spend a little each. The first option is valid in the short term (you save expenses). In the long run, if you expect to keep your co. over time, the second option is better because many customers make lots of noise and free advertising.