I've been playing since January but I'm about ready to give it up just due to I cba to put aside the time to play it.
The storefront is expensive and incentivized by limiting gold drops from playing matches to 10 games a day, gold is used to upgrade your units. So people normally just do 10 games a day or enough to complete the daily bounty for the chest.
I've seen some people saying the game is pay to win.. but it's more like pay to go faster. If you end up in a match with someone whose deck is higher level than yours then you will trigger a challenge battle, if you win you get bonus rewards, if you lose you lose nothing. So pay to win.. no not really.