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I comment myself to archive something posted on Terra Nova that marks one of the points I touched in my conclusions:

World of Warcraft has something I guess you could consider a form of DRM for items. Once a magic item is equipped/used by a character, it becomes soulbound and can't be traded. Particularly powerful items, or quest rewards, are soulbound on pickup.

Blizzard doesn't directly sell items, but this scheme is designed to stop farming and ebaying of powerful items. (The 'bind on pickup' type.) It seems to me that it just pushed the whole external market to gold sales, instead of a split between gold and items.

Interesting also Raph's unrelated comment :)

The concept of "soulbound" items is a couple of decades old.