thats the fun of the game isnt it?! farming rare loot! and if people will buy for real money it its their -blam!-ing money i dont see why you care
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The problem is then some people just pay to be better and that's what ruins a game. It's only fun if you actually earned the gear. A lot of people get bored of games fast if they can pay to win then the game gets a bad rep for being too "easy"