So the Guilds cards kind of match the expectations I had about this set after seeing the previews, which was that Guilds would be filled with support cards. Whereas Dark Ages had more cards and card combos that defined strategies on their own (think Rebuild, tfb+Fortress/Rats, trasher +Market Square) and often situational, the Guilds cards are there to enhance the many strategies that we already know. In the end, coin tokens are just money. The strength of that money comes from what you buy with it.
Also, the cost jump from Herbalist to Merchant's guild is pretty steep just for delayed coin tokens. I'm guessing Merchant's guild plays out better in an engine that can afford some Pearl Divers or something. And gosh, Herbalist barely competes with Candlestick Maker, which itself has to compete with Lighthouse.