I’m pretty sure SG metrics tell them people in bigger alliances spend more. Not just peer pressure, but the more people in your orbit the more it feels like everyone but you gets the shiny new hero. I’ve left a couple of alliances I liked just because it was too depressing to watch other people get fun new toys
But I think SG has blinders on- how many people will succumb to the pressure and move to a bigger alliance vs how many will just get more discouraged and quit? I think I’m in the latter group 