You're right that it would take a larger market, but you also have to admit that having one of the major markets regulate it would be a good jumping off point to get the others to do the same. It also forces smaller publishers to kill the idea to save money on having to alter versions of the product for the different markets. I mean sure, it's as easy as turn them off or not offering them in the loot store, but it also ensures they aren't inherently tied into the game as we see with SoW. No more Act 4 built around the boxes because otherwise you have to redesign Act 4 for the fog breathers or suffer a major market crying about how the game was poorly designed / not actually getting sold in that market period due to the 18+ shackles.