i remember the barbarian mentioned the name Leah when he asked Deckard Kain to go back to the town, right?
who is Leah?

Personally, i think the greed perception is merely an afterthought. I'm not a Blizzard's biggest fan but if we can be honest, Diablo has had problems with people selling items on ebay and countless scheming sites for over a decade. Even now the servers are constantly camped by bots. All the while, they could have lost possibly upto millions in revenues. So ask yourself, if you were in their shoe, would you not try to moderate it ? This is the kind of debate that would normally arise when discussing the real life issues like legalizing prostitution and drugs.

If such move helps to alleviate the botting and 3rd party trading, and improve the overall quality of online experience then I'm ok with it.