Last week WOW Insider uncovered a level 90 boost on the World of Warcraft store selling for $60 and took a picture before it was removed by Blizzard. Finally speaking publicly about it to Eurogamer, World of Warcraft lead encounter designer Ion Hazzikostas said that his company decided to sell the boost separately because it didn't want players to have to buy two copies of the upcoming expansion in order to boost more than one character.
"We realized as soon as we came out with Warlords of Draenor boost to 90, we knew that there was going to be demand for more than 1," he said.
"It's tremendously awkward to tell someone that you should buy two copies of the expansion just to get a second 90. That's odd. So we knew at that point we were going to have to offer it as a separate service."
"In terms of the pricing, honestly a big part of that is not wanting to devalue the accomplishment of levelling," Hazzikostas said.
"If our goal here was to sell as many boosts as possible, we could halve the price or more than that - make it $10 or something. And then hardly anyone would ever level a character again.
"But levelling is something that takes dozens if not over 100 hours in many cases and people have put serious time and effort into that, and we don't want to diminish that."
Hazzikostas went on to deny accusations from within the community that having the ability to buy your progression in the game will eradicate leveling.
"The intent here isn't to create a world where no-one levels," he said. "It's just to allow people who want to purchase additional level 90s, maybe they want a second or third alt and they don't have time to level it themselves because they have a family or etc - it's to allow them to do that."