All about the look and showing that you support the game with your money. These free games don't have any other way of making money to continue to keep games like this running so it's little in app purchases like theses that allow players to show support and glu to keep the games running. If people would just see the value in good games again we could get back to paying up front for quality games and move away from the TERRIBLE in-app purchase model. But it's all up to the gamers.
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