I hear you but you don't have to buy gem items. i think there are a number of coin options that are fantastic. Not sure why you have to take a step each week. I downloaded the game on Tuesday and I'm on 47 XP's ( or stars) away from Level 14. I have a mixture of intervals where I earn coins. Some as few as 30 minutes but none longer than 8 hours. Most are in the 30 min to 2 hour range. Granted my coin balance isn't high but its generated enough for me to purchase 19 homes, 6 businesses, 3 communities, and 4 industries (although 1 is in storage until I have a population of 500). Right now I have 400 citizens but will have enough coins by tomorrow to purchase another community and then houses.
Now I've always taken my iPad to work since downloading my first TL game back in January so I've always checked in during the day when I'm on conference calls. Perhaps if your schedule doesn't allow that type of flexibility and you can only check during a 2 - 3 hour window at night then your experience may be different. I really like this game . . .