This is what happens when geeks are willing to pay REAL money for virtual items sold in a game.
I'm not sure where my idignation and distaste rest in this case. I'm not a big fan of large corporations encouraging people to spend their money on useless things (e.g. SMS voting for some reality TV show).
What has happened here is that a game publisher has enabled people to spend money on items that exist only virtually. I'm not sure how this benefits the company.
What is next?