Maybe he or she has a well developed sense of fair play? Most members of MMOG communities consider selling in game items to be tantamount to cheating, and it also ruins the game environment. (for example, it's not very fun to play a game when limited resources are being harvested and sold for money, denying you the ability to use or obtain them "for fun" instead of "for profit") Most main stream game companies strongly control, or completely remove in game sales for real money. Everquest 2 for example has only one server aptly named the bazaar where you can sell items for cash, and World of Warcraft the largest MMOG permanently closes any accounts that buy or sell in game items for real life money.
On the other hand this kid's company says it has permission to set up the sales. Once they admit who they have signed up I'll know whose games not to play.