There's lots of "this is stupid, retarded, bad design!"-shouts... which just shows how little the mmo-c community knows or understands about game design.
I think it's a very clever idea, and the game badly needed a bit more competition and new ideas. There's going to be epic bidding wars when this goes live and it'll be awesome to see... it's like Willy Wonka's chocolate factory, who is going to get the first 10 tickets?
After that the lucky few can go hang-out in the underground fightclub a bit for a few days and then start inviting some friends etc. The people who complain about it are basically the people who make competitiveness, exclusivity and the 'game' part of a game impossible. And in NO way should any game developer EVER listen to these whines... Give game developers the freedom to be creative with their games, k thanks?