A couple of friends of mine have had an idea for a while. Maybe after you customize an item (like a Fire Wand), you have the ability to give it a name. Maybe have it cost another 50 gold. And it would be customized, so you couldn't name it something else and trade it.
I could see this tie into PVP somehow, like when you win Hall of Heros, it is posted with like a mini-profile of what weapons you used, skills, deaths, lives, etc.
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Though I dont think every item in the game has a unique ID which could lead to some coding problems.