If you ask me, the only different here is exposure. Both programs do some things that are perfectly legitimate, but has the capacity to do things that are not. One happens to have gained more exposure, and also made a bit of money, whereas the other hasn't.
If the other followed the same route, gained the same amount of exposure and made the same amount of money, it probably stands to reason that Blizzard would turn their all seeing eye towards it as well.
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