Just what I want to buy stuff that should have been in the game in the first place. Just kidding spending more money on top of a game that I already paid fifty bucks for is sweet.

Microtransactions don't have to be supplemental income for a subscription based mmo. Some titles use this as the exclusive source of income; free to play games like Flyff, Silkroad, and Rappelz use item malls to turn a profit. Admittedly these titles have a bigger presence in Asia than here, but its not to say that there isn't an opportunity for it here.