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I can remember when Comcast cable company changed their “Basic Services”….I pointed out that it was simply a price increase without it being called a price increase, but anytime you reduce the quantity of what you used to sell but charge the same fee of the higher quantity, that constitutes a price increase, lol. Same with this Rovio and this game. They may actually make MORE money if they were to reduce costs. I am more inclined to spend MORE if the costs are less….like with the 1/2 price special on classes (helmets) right now. I have taken advantage of it AND purchased additional items that were temporarily reduced. Everything should be half the gold that Rovio is currently charging us. As it is, I tend to get really bored with a game that costs too much and takes too long to earn/save what’s needed to buy special items.