I mean the EU Price indication directive would say differently.

Across the UK and most of the EU you need to have an item sold at regular price for x amount of days before a discount is listed, but there are many layers here which make it complicated, the fact it is a token coin, not an actual currency coin (though any crypto regulations might apply to that but I am not versed on those at all) is funcom a company or subsidiarity of tencent and china based now.

but even if it were to be found legal through its various complicated nature, I think this looks past the argument of is it respectful and honest to their customer base.

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