Came to this thread from that news article. This place is fuked for allowing accounts to be sold in the first place.
I would agree, but it's not like they encourage or support accounts trading. They simply don't forbid it, and what's not forbidden is allowed. Also, there's not much anyone can do to prevent it, they could suspend such accounts, but they would need to be 100% sure that those have been bought/sold.
On the other hand, when you reach hero or legendary rank, it's nice to know that your account is worth 'something'.