We don't look down on our customers at all. But certainly, those in-charge of design don't care where the line is. If the change is a net profit increase (almost exclusively, we go on insider's reports from other studios on how their changes worked out) we do it.
As a developer I put up as much resistance as possible when it feels absolutely ridiculous - when design becomes more about tricking people into accidentally doing things they didn't want to do. At one point we made the flow for connecting to Facebook pretty ambiguous, where "Skip" meant yes and "Continue" meant no. Eventually that got voted out...
I do often feel a bit conflicted, but to be honest, I don't think we're the worst within our competition (Dungeon Keeper takes that crown, now). I've been playing on our production server since launch with no cheating, and no spending, and I'm doing just fine, and get enough minutes of play time for free to keep me satisfied.
The flip side from the rage we see on things like Reddit, we do receive far more messages and comments about how much people enjoy our game than those who don't. And if people are spending money, they must actually like it, right?