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Lol actually they do, when you don't have sufficient gralats for a bar (which is the case for most players) it says "get gralats" which when clicked on is a link to the shop to buy gralats. It doesn't encourage you to dig but to buy packs :p.
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It's a game lol, we're supposed to encourage such things.
Have you ever been into a store and bought something, and the guy behind the till is going, hey you could also buy this too for this price!
It is exactly that, it's all part of sales tactics, sure we encourage gralat pack purchases, but it isn't the only option, many other Ipod / android games do it too.