Token Pack Shop, Little late for wizards101 but...
I respectfully propose that each pack also give a unique pack token. After say 25 packs, you can go to the Token pack shop and; Acquire any one unique item or spell from that pack. (Thats 10,000 crowns, not cheap). I bet KI "would" have made more money by this one change. I sure a lot of people paid 25000+ crowns for some elusive item, then did not buy any other packs for a long long time after that.
To make it juicier, allow trading pack tokens between wizards on the same account. I bet i would have bought more packs knowing I would be guaranteed that special item. If i'm lucky it works like today, but i still have that token, so if i buy just a "couple" more packs, maybe i can give another wizard a special item or spell.
example is the latest pack that gives three spells, but i got the wrong spell on my wizard -.- and spent ........ crowns. i.e.more than i should.
I know everyone would be bummed that spent a zillion crowns and got nothing. (I did), but maybe we can make it a little better for us and new wizards in the future. Yes maybe everyone gets that wand, mount, spell, but its a game, its supposed to be fun. Why should luck control everything in the game.
KI at least consider this i think is a win-win for you and the community.