Dota Plus subscription giving unjust advantage

Valve recently released a Dota 2 subscription service for the free-to-play MOBA and it provides the subscriber with a whole lot of advantages. This seems like Valve is giving an unfair advantage to paying players.

Dota Plus costs players $3.99 per month and you may get discounts if you pay for 6 or 12 months. Unlike the Battle Pass, this will be available throughout the year for players to choose.

Source: Wikimedia

When Plus is active, the players will get a new currency called Shards which can be used to level up their heroes and unlock heroes. It brings many advantages to the player. As your hero level advances, you’ll unlock new tiers of hero level badges. Each level grants Reward Shards, and each tier grants new Hero Chat Wheel responses. You just need to play a single game with a hero to unlock the first progression reward. Also, every game with a hero increases its XP.

Also, there are new challenges and a personal helper called Plus Assistant which suggests you what to do in given moments.

But isn't this a cash-grab by Valve? Just like EA did with their loot boxes, eh? What do you say?