I agree that the game needs to be more simple for the new players and some achievements have to be implemented so you have a sense of reaching some goal, not just dumb grinding every day.
I constantly repeat that the future of the game lies in new players, in increasing the player base. In today's world economy:

If you don't grow you die.

Simple as that.

Do whatever it's needed to bring new players to the game. You will fix half of the problems we face today with new players.
More players = more revenue to the company
More players = bigger card demand -> prices go up
More players = more competition -> more interest in the game
etc...

Company needs to stop thinking about how to protect whales and old alpha/beta players and start working on changes to bring new players in.