The answer to the gemming question - as per Supercell's point of view is simple (kind of)
1) Imagine 1000 big spenders - that have spent 5000+ dollars = 5000000+ dollars
2) Now Imagine 1000000 casual spenders, that have spent 5+ dollars = 5000000+ dollars
Catering to group 1 = better chance that they will spend even more.
Catering to group 2 = less chance that they will spend any more - they are causal after all. But catering these players will result in a healthy and larger community, which indirectly caters to group 1 as well.
Group 2 wins out in the long run. Any company has to balance between these two groups. I am simplifying this too much - but the basics remain the same.





