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About the business model, it's both cosmetic and convenience BUT not pay to win.
The matchmaking works with a system of what we call Army Points (AP). Every unit has an AP cost reflecting its power in the game. Depending on which level and abilities it developed, (and for the future, wich items it is using), its AP score is modified too.
You can use ingame money and real money to buy any unit or item, and there is no real money exclusive other than for some cosmetic option.
However, since the matchmaking sytem will make you face a player with a similar or close AP total, the game remains fair at all time.
For the moment, as the game is not open to all and the player base isn't super large, you may face experienced player that will give you a tough time. That will be fixed with incoming patches and the release of the open beta, that should normally take place in January.