I get a lot of requests about people asking why store items are so expensive, why healthy items cost more than junk food items and if I can lower the prices.
Answering in reverse order:
1) No. The prices are reasonable given the rate at which one can accrue new Gotchas. If you can own every item without waiting or putting in any effort, what's the point?
2) In the US at least, healthy food simply costs more than junk food. I can get a hamburger for less than the cost of a whole head of lettuce. I suspect many countries are this way (although perhaps not to the same extreme). But those of us used to buying groceries should recognize this trend.
3) The rate that you accrue gotchas is dependent on a number of factors and you'd be surprised how quickly gotchas add up. Also, there are choices you need to make. Spend all of your money on big ticket items, or spend and save. Giving your Gotchi treats from time to time, healthy food and drink items every now and then. And saving money over time to buy the big items (more of which will appear in later updates).
It's about making decisions and thinking carefully about what you are purchasing. Again, if you had unlimited money or everything was so cheap, there'd be little incentive to think about how best to care for your pet.