Without wishing to take this to far OT, I think you are incorrect in your thinking. There are many things tailored to cater for GGL's which would not be there if we did not add value. Think Jokers, shiny cards etc.

What is the old adage, it costs 4 times the amount to attract new customers than it does to retain an existing one - and lets face it, there are not too many high value customers in that big pond!