When diablo had the auction house, it wasn't so much that players were selling pixels, granted that is bad enough in its own right, but that Blizzard had an official in game means of doing it. The whole thing was max stat gross.
Guys using something like Ebay outside of a game is like skirting the rules, down low, under cover.. sneaky and getting away with it. I can sort of understand that appeal, keeping secrets. Secrets were a part of original EQ, like recharges.
A company saying here "We are just as degenerate as you guys and we are not even gonna front about it, we are lazy AF so just use this because we are going to do it too.. we are super fans of the original game"
Becomes something else. "Hey you know that epic weapon that we made really hard to get and you sort of feel some kind of lame accomplishment in a digital game? yeah that one. Well, since we have a store here why don't we sell you this. You are a busy working adult who has chosen to spend their free time on a game. We promise this will not harm anyone else or change the games as you know them."
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