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Yep it is. I was calling it "pay to play" but "play to win" is more accurate. You can use lives, buy more, use them, but until you pay those extra ten gold bars, forget. Then suddenly in a just a few more moves it is magically easy. It's a con; and the algorithm cheats. Notice when you are close on that last move, as things are falling, BOOM game stops before any more "moves" resulting from original moves can be complete. Sooner rather than later the greed of KING will kill their following.