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How about putting into the merchant a segment where you can by items with gold pieces instead of gems. Not many people with have a lot of gems but they will have a lot of gold to spend, (e.g. noble house-5000gc., BHG-8000gc., Roaring Bull adv-4000gc.)
I don't think there should be anything that detracts from gem sales, but there should be a gold sink.
There are already some items in the Merchant for coins. I am not sure anyone ever buys then, but there are a few. Look in the decorations tab.
Two out of 3 items on the list can already be purchased with gold coins on the trade tab. Fast generals can be purchased during events with event currency or with gems at other times, which is more than fair and very generous.
I'm with Gwalben, there shouldn't be anything that detracts from gem sales. Without gem sales, BB makes no money. BB makes no money, we'll have no game to play. People who buy gems make this game available for all the free players. Nothing in life is free, somebody always pays. Gem sales happen pretty frequently. Spending 10 or 25 dollars on gems isn't that big a deal. A couple of trips to McDonald's costs at least that much.