This is not an attack on those players, please save the get good and spend more or you just need to play 3 hours a day comments for another thread. This is just a good old conspiracy theory.
The monster lab drops and because they have banks of war coins all the top teams get the main generals to 130 in no time. Then they take the main generals out of the shop and only bring them back during events and at more then 800 coins. So now you have the mid tier chasing these generals in hopes to get them 130 over the course of months.
They put individual runes in team shop, those with loads of coins buy up lots of lvl 9 runes. Mid tier get to buy some. They come back next time and price had doubled. Then they get removed and no more high level runes for you.
With the latest edition of the shop you see the generals that most have been ranking up over the last year at not very budget friendly prices. The generals and pets that are 1000 or so were not optimal monsters in their element,but with the book wars they become more valuable. I'm sure in a month we will see lots of 130 Alces' pets, Uria's pet, Nishant's pet, as mid team players may manage to buy a few of them, and they will increase in price or be gone before you can buy many of them.
I don't mention new or low ranked teams because at these prices they'll have to wait for at least 2 events to come around to afford just 1 general Theyts.
It's seems like SP is keeping things just out of reach for a lot of people. You don't get any worse but you don't get any better either. Just as you get the 120 general and think I can't wait! A couple more events and it will be 130. Nope, price goes from 800 to 2250 coins. Just as you think, yup next event i can pick up a few more level 9 speed for my monsters. Nope, price had doubled, now they're gone. It's a conspiracy i tell you!