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Because they say you can't. It's in the EULA, the contract that you have to "sign" in order to play the game.
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Thus, you "Can't" resell it because you agreed to the EULA that states that you cannot.
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Highly questionable interpretation. Ownership rights trump EULAs, that was already hashed out in a case brought by Adobe against someone who purchased and then resold a number of Adobe products. It's a very small step to then take the argument to "I uninstalled the software, negating the license's full effect, and then transferred the entire thing to someone else".
Not cut and dry at all.
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EULA is a legal contract.
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As stated in another thread, this is not a hard and fast fact. EULAs have been the subject of a number of competing interpretations in different districts and in different circumstances. Their enforceability is still highly suspect.
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But you dont OWN the items you are using, so you cant sell them
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That's their argument, but it's never actually been tested as far as I know.
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It's the same reason you can't install one copy of Windows on two computers.
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That's not the same thing. You
can transfer the license, in full, from one computer to another, which is what selling your account would be, effectively. Microsoft has terms against that in their OEM agreements, but I don't know if they've ever tried to enforce them and had it tested in court (since it's mostly meant to prevent sleazy builders from using a single OEM disc on multiple machines).
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It wouldbe as illegal to sell the account as it would be to sell your neighbours car.
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No, it wouldn't. Not even close. One is a felony: theft (and fraud from the other end of the transaction), the other is infringement on IP. One is criminal, the other is not. That's a terrible analogy.
Also, here's an EFF page on "Unconscionability" in click wrap licensing that's particularly interesting:
Unconscionability
Contract law and contracts are not nearly as hard and fast as most people assume them to be. Many, MANY contracts that we're subject to in our daily lives very likely on continue to exist because nobody has yet had a good enough reason, or the resources necessary, to challenge them.