The shard store needs to have all chars in it. You can only get 2 shards per 24hours and if the 6 chars change randomly that means it would take years to max a random char. Let alone one you were actually wanting.
So I'd say the shard shop is pure lip service to people who were wanting some way to spend their extra shards. The shop is actually pretty useless.
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Hopefully the Devs review the overall usefulness of the overall mechanic outside of the potential new toon; as it's useless to everyone right now.
Having said that, it perpetuates the diminishing returns faced by chromium spenders, and justifies the continued expenses.
I.e.) getting a jackpot 4* character unlocked is worth 80 shards. If you already unlocked said character and 7* him, you get a mediocre 32 shards. Converted @ the 10:1 ratio in the shard shop, your 5% chance per open to get 4* character is worth a paultry 3.2 shards.
It in every way favors EA. A much more player-beneficial system would be to simply make it impossible for you to get shards via chromiums for a 7* character.
Get a char to 7 Stars and if you get more shards for this Charakter you can earn Shard currency.
I would love nothing more than to get rid of all the worthless toons I have for better ones. Ewok Scout, storm troopers, Royal Guard...you're all off the roster.