[kbatten]

From one view I understand at least some of the reasons they are doing this.

1) Money. D3 is free to play so monetizing non-subscription aspects makes sense.

2) People will buy in game items for real money so bringing that out of the dark underground makes sense.

However it still seems contrary to the gameplay, and would make finding some very rare item less special (unless you were going to sell it that is.)

On the bright side, hardcore mode will not have this, so I think overall it is acceptable.