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Again, the psychology is clever: you're not being asked to pay to complete one specific thing, you're given the option of using gems for a huge range of things. So it's not "I need to pay $6.98 to upgrade my Wizard Tower" (which would make most people balk), but "if I let them charge my iTunes account a bit, I get this pack of 1400 gems, which lets me skip some tedious grinding and get all sorts of cool stuff quickly".

Also, a lot of people get a single Builder early on for 500 gems ($4.99), and when you've done that once, the barrier to doing it again is lowered.

Yep, that first builder is hard to avoid.

"I'll never pay for anything in this game. What, 50% increase in output? Well, I can reward the devs a bit I suppose..."

And thus begins the gemming.

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