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Level 1
Difficulty is the player's own perception and how they deploy certain strategies. I recently completed a supposedly 'hard' level within 4 turns by using a pink candy. I have now been stuck on 1249 for ages which is a nightmare and has no label. King, you have spoilt this completely and removed any sense of anticipation.
I guess it's based on 1000's of players feedback or how many attempts it took. It's a good warning if I know I only have 10 mins to play and I can see I might not have time to dive in!