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The fact that 100 legendary coins hold the same value as a card pack (from the biggest 50/60 pack bundle in the shop) is crazy, and that buying a legendary Merc is about the same as 9 packs suggests that a legendary Merc fully upgraded costs about 3000 gold (as a rough conversion). And it's not like the lower rarity coins are much cheaper, they are cheaper to buy but the upgrade costs are the same on mercs. The mode is definitely way too expensive and I wouldn't be surprised if they're slowly losing money on it.
I reckon they made a killing when it was first released though, I bought the sylvanas pre purchase and an offer of (I think) £3.99 for 5 packs and a legendary Merc when it was first released (that would be cheap enough to play imo) but I definitely have slight regrets over the prepurchase