As I said in beta… wouldn’t mind it if all the offers moved to the Zynga store.
The plain gem purchases from ingame shop are just so not worth it, especially in reality where the game serves you multiple offers per day, where beside the gems, you also get various goods. The discount from the shops doesn’t make these plain gem purchases any bit more attractive.
I don’t see buying anything from it like ever… The only target customers for it may be the fattest of whales when they are chasing the new 0.05% hero with whatever hundreds of pulls it may take (like here: [WARNING] A Summons Experience Vol 2 -- Chasing NINJAS... Whatever the cost).