number of active playing spenders.
that is my point (and probably that of the starter of this discussion).
I would become an active spender (again) if the prices are lower. I can effort a "cheap" (5-10€) monthly pass for approx. ten accounts and i will spend the money if they are available - but i will not spend 30/50/100€ per week (per account). In my opinion its not worth because the "challenges" are done within one day and buildings bind all my workers after that day for up to 2 weeks - so it's basically 30/50/100€ for 1 day of "fun".
in my opinion,
BHG can have few people paying high prices or tons of people paying small prices.
You can play DomiNations for free and there is no real point to buy more than the estate (~55€). And atm i advise this way to my allies. In low and mid ranged alliances you don't need to buy premium TT for wars - either you have no chance in a mismatch or you can take down the enemy because they have a weak layout / defensive buildings / museum. Therefore the pass should offer something with high value for *most* player. You can come up with own ideas or look at CoC and bring something like the gold pass with reduced building time and/or reduced research time and/or reduced training time and/or a "season bank" (just google the term, you can name it another way).
From my perspective BHG has the option to lower prices and receive my ~100€ / month or stay with high prices and receive nothing. And i think some other player would have similar behavior for their account(s).