The situation in EQ is the same that has been faced by campaigns in RPG games since they started. I dont know who coined the phrase, but the term is <Monty Haul Campaign>. The referance is to the game show, Lets make a deal, with the host, Monty Hall. The referance is to those games where PCs would go and kill all the critters in a lair, and gain a few xp, but walk out with thousands in gold, jewels, and magic items. I played in a game of this, and soon had a 10th level character decked out in +5 and aboce armor, uber weapons, and wands bristling out of every pocket and sleeve. Needless to say, the campaing ground to a halt soon, since there wasnt any fun to walking up to a Dragon, for the 10th time, and kicking its butt all over the cavern. oh hum.
IN EQ it is a similar situation, where we are getting people who have to have bigger and bigger paydays. Sony would not want this to end, because it is bringing in players, and bringing them back. I and some friends started a guild, and then started all newbie characters on the Firiona server, and spend months building up. While it is fun to run the low level characters, it is more fun NOT TO DIE! Many of the uber items do just that: alklow you to thumb your nose at death, to tell Pain and Suffering to take a hike. You don't die, you come back, plunk down more money to play (through credit card, or game card), and keep filling the Sony coffers. In many ways, Sony would NOT want to see the real-world plat selling stop.
It would be so easy to do for Sony, to end the selling. Just log in their own characters, buy the plat, then delete the seller. they could log the transaction, and back-check to see where the platinum came from, and delete those characters. Why dont they? They may or may not be making money off of it directly, but WE KEEP COMING BACK TO PLAY. I buy Plat, i come in to play, and come back next month. When the selling of platinum starts causing players to stop playing, then and only then will Sony do something.