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Btw they cost even more when you buy them in Europe... Devs gave conversion rates to several countries but still count 1 Dollar = 1 Euro, which does not match reality and makes auric cells especially expensive for Europeans. This secured my decition never to buy Aurics. But I do not need them being given as present neither.
Shard prices for perks, killers, survs seem okay to me. You cannot expext to earn a full DLC within a few days with just 10 matches a day. I play as much and am totally okay to need several weeks to buy a killer/surv. If you want them faster play more or pay.
The real question is whether it's worth it to YOU. If not, don't buy it and move on.
The devs altered to prices to more properly fit conversion rates for different countries
Source[forum.deadbydaylight.com]
While I don't exactly like the prices being as high as they are, they've already given us a ton of free content. (Anniversary Clothes, Frost / Halloween eyes, The Last Breath, Lullaby for the Dark, and Left Behind.) But since they only release DLC about once a month they've gotta make money somehow. Besides, cosmetics impact gameplay at a minimum and the new ones don't change strategy at all.
BUT! This is a big but!
MATH TIME!!!
At the current earning rate you'll finally have ~13500 shards at level 61 (The price of a green clothing set) which will probably take (based on my math) ~370 full length matches where you earn an average of 500xp per match. Since most full length matches are idk... 15 minutes long on average that's 5561.1 minutes or 92.685 hours. Add in lobby wait time and that cool new green cosmetic set for your prestige three doctor is looking a bit like a pipe dream.
To conclude, most things are "attainable" through play time but that comes with two gigantic air quotes for more casual players.
edit: probably gonna make a video on this soon since this whole thing is kinda dumb
They should increase the number of shards you earn every say ten level increases or so in my opinion.