There is alot F2P online game with Cash Item Mall, the only way you beat the game = buy the premium in game item.

Diablo 3 is NOT F2P. So, Blizzard cannot FORCE Player to spend more cash on in-game item.
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But Diablo 2 reminded Blizzard, in-game item worth alot money.

I dont know which bulsit come out this beautiful idea of RMAH, which allowed blizzard :
1) [Officially] Make 15% profit of every in-game item trading.
2) [Unofficially] Blizzard Staff post in-game item and sold it for CASH for blizzard. ( 100% profit )

To make this idea even Prettier.

the Inferior Mode, ops sorry. Inferno Mode

Feeling hard, already die 2000 times by elite? SHOP RMAH for Godlike Item please!!

Blizzard = You not the Best Game Maker Now, but Your Money Sucking Skill TOP the industry.

USD59.99 for Login Diablo 3
another USDXXX.XX for beating Diablo 3???