Thanks for your thorough post, -Iota-.
This is the part that was contributing towards why I wasn't understanding what was going on before I had read your post (and the other reason is because the game itself does a horrible job of [not]explaining any of these things, which the Wizard himself doesn't even try to explain at all even if you ask him how the Tower game works):
-Iota-: 2) Outmanoeuvre the guardian / keeper on the first level and "buy" units at the dwellings (for 0 gold each).
You should be able to buy them without killing the keeper first. Now that I tried doing what that quoted text says, I can see what you mean.
If I was going to restate your point in a way how I now understand it thanks to what you've said, I would say:
The shops in the Wizard's Tower are designed to bolster your army with some more units,
in addition to the one unit that the Wizard allows you to choose to fight with on any given floor; but you can only "buy" those extras if you are able to reach the shops that sell them
before the Wizard bumps into you.
I'm sure this thread will also be useful also to clearing up the confusion of other people who will find it in the future via google searches, and/or via browsing GOG's forums.