@Jairus sorry for long post I wanted to answer your points all the way through, it;s also interesting on how we both view the game, it's nice to discuss this aspect of it to someone with a bit of a different view point.
Think about it this way with the Prisms, rather than worrying about having to do an entire step up in the hope of pulling two of the 5* unit you now only need 1 and can get their prism and you can 7* immediately (if you have eough UOC) and we also have the benefit of having the new units permanently in the pool, JP didn't get that option they were all limited, so yeah you can only get their prism with a UOC now but those units that are now the big ones we have permanent access to in the summon pool, I think it's been a very positive change and we cans till UOC units before AK Rain so it's not like you can't do that still.
I agree that the step up is expensive and I miss the 11K step up they used to give us, we do get a lot of free lapis per month BUT its not enough to cover even two steps in one lap but I personally don't agree with what you're saying about the UOCs being worth 5000 lapis, I think 2000 for the 1st and 1500 after is a good deal but it's not something I want to use mine for anyway, I'd rather keep my UOC tickets.
I completely agree on the price of lapis being way too expensive and I've in the past spent far more than what I'd care to admiit and the bundles they say are usually awful price wise, and it would be nice if they did lower the price however I absolutely think lapis resellers are the scum of the earth and anyone who uses them deserves to be banned from in game (Dyer springs to mind), if you know who that is and anyone who uses them absolutely does not help in making Gumi reconsider their prices considering it makes them loose money.
I think you've got the premium confused it was never a guaranteed 5* it was always 4* minimum, they do seem to crop up a bit more now but I think it would also be nice to have it more often, maybe once a month. The 5* 10+1 is still a thing but the only release this usually during anniversary time or Xmas we do get a 5* ticket with the monthly MK event once you hit 15000 EP that;s easy to hit in 2 weeks with natural regeneration doing ELT or LGD stages and while the other 5* ticket is log in rewards...that takes 2 seconds to do.
I think lately they've been quite generous with pulls they've just done 5000 lapis this month log in prize and, we got the lottery prize from the live stream, that was another 1560 lapis, we've had 3 free 10+1 pulls this month which did net me 3 5* units (second Chocobo Fina, 1st Sol, and 5th Marie) we've had the free daily Saturday-Monday pulls, we've just started getting the Fan Fest rewards in and we've got two 5* tickets in there and I think about 20 ex tickets (although I wish they'd stop sending these in drips and drabs). Look at what they've just done the DQ banner and raid, they've just given us 5 free silver keys right off the bat in the raid, absolutely no one expecting that after the first DQ banner and it's a very pleasant surprise.
It wouldn't hurt at all to have a 10% rate for us but it's just not something they'll increase the rates to, people would spend far less on the game if the rate was that high permanently, the games got to make it's money somehow. However the new rate up and completing the step up for AK rain netted me the most 5* units I've ever got in a step up since we started having them and I also got one Locke after using 4 normal tickets on the FFIV banner and I've just done another step today in the step up banner and pulled my second one so I can now officially retire my Loren as a breaker so I would say the rate up is having a definite impact.
Look I'm not an advocate for Gumi by any means, I've said my fair share about Gumi in this thread and how they've handled stuff in the past including how greedy they've been with the rates, the cost of bundles and lapis and the bugs.
.This year alone, the third anniversary was handled very badly and the amount of bugs and glitches and extended maintenance has been at times an absolute joke, all you need to do is look at my post at the top of this thread to know how I've felt. Xmas last year was a fiasco right through up until maybe March before things started improving and they handled the lock out a few weeks ago very poorly (I was locked out for 3 days on two separate occasions myself) and they ignored numerous bugs and issues from us for months (the friend list springs to mind) but the F2P aspect of this game is very good, all of the events and challenges are not P2P at all and going from a spender, to someone who now doesn't spend a penny on this game,I'm fine with what we get in terms of free pulls and tickets, I also really enjoy the story, it's very solid and very solid as an FF story in it's own right and I think despite everything that's what keeps me playing and enjoying this game