Harder Game format

Is anyone else frustrated by the l-o-n-g quests and the weak rewards?  I saw after the first stab at making the game harder to fulfill quests, that Wooga eased up a tiny bit but I notice most in my Adventure club rarely try to do quests anymore. It costs too much for far too little gain.  This is my second time through the game and I am about to call it quits.  Anyone know what their reasoning is or is this another Netflix type debacle?