As a level 97 player, there is already very little incentive to keep playing. I too have built my bakery over the last year without buying gems, and I believe that new players have the right to do the same. If it takes forever for people to earn coins, it will take the fun out of the game because the pace is just too slow (the most fun I've had yet is being able to do the goals this past week, because it's given me a reason to keep playing). I'm disappointed that achieving certain things (like expanding) will now be so far out of reach for so many players. At the very least, I really hope that the coins we make from selling food is adjusted in line with the price increase of appliances.