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Download shop heroes and compare yourself.
You can spend half a year leveling up, grinding gold like a madman, and then buy one of the shop size upgrades. It takes half a week to upgrade, during which no other upgrades are allowed. The gold cost is hefty enough that any serious helping the guild or upgrading the heroes or any other serious upgrades is not possible, unless you want to seriously delay the shop size upgrade.
Or you can skip all the leveling your merchant, the grinding, etc, by buying and spending gems. Sure, you can get super lucky and shave a bit of the gem cost off by crafting a desirable legendary and selling it on the market for gems, but there is still a significant cost that can only reasonably (keyword reasonably) be paid for with money.
And then there's the next size upgrade which is the whole song and dance over again, but with bigger numbers and longer times and more gem costs.
Also every two weeks or so they sell packs that are OMG SUPER DISCOUNT for only $15-$25 you can unlock new equipment blueprints that are objectively stronger than the free ones!
And crafting slots are limited. But don't worry, as you start the game, you'll get a helpful boost package offer that will give you more crafting/quest slots. And then another one. And then a third one.
And with all those slots you need resources. Don't worry! They regenerate! Or you can skip waiting with gems!
Buy heroes with gems instead of grinding the gold or the sometimes very high merchant level requirements! Make them quest faster with gems! Upgrade their gear with gems! Gems gems gems gems gems until you see nothing but blue gems.
But hey, at the end, once you have a full set of heroes with the best legendary gear. Don't worry, you're set! ... Except their gear has a low chance to break each time they get hit in combat. Meaning you have to use repair supplies (buyable with money every guild event!), gold (unlocked by buying the monthly subscription) or, you guessed it, gems! And you can reduce the chance for breakage with... more money. Not gems this time.
Edit: full disclosure, I've probably spent close to or over $500 in this game in total. I had to stop because I realized that so many small seemingly innocent purchases add up and add up fast. After all, it's only $15 for this thing. Just this once. Every two weeks or so. Not counting the subscription. And other things.
SH was originally made by the Canadian team that laid out most of the amazing concepts of SH in the most recent version. However, CC changed to the new team that never added any significant game content. 90% are packs....to drain money, 10% are failed contents such as trade war that never got properly fixed. The game was dead. Even their forum was dead. Nothing is active but more packs to buy.
On the other hand, ST was made by the Canadian team that originally made SH. ST has been updated regularly. They are responsive and most if not all reported bugs are fixed in a reasonable time.