People sitting around complaining about service fees to auction virtual goods for real money in Diablo III need to wake up to the following reality about how this system works:
You get to play a game where, on occasion, something may drop during gameplay that someone else is likely to be willing to pay real cash for.
At this point, you can place it in a store operated and maintained by Blizzard, to be presented to willing customers for sale that Blizzard's been kind enough to bring to the store , and then Blizzard is going to do the really messy part of actually getting the money and putting it in your account.
In other words, all the actual work of selling your item is being done in the background while you're more than likely kicking around a dungeon still having fun. No one's going to do that for free and it's really no different a situation than you showing up at a consignment store and being told "This is going to be our cut of the final sale for doing all the hard stuff, take it or leave it". You always have the option to walk at that point but if you want to play you're going to have to play by the shop owners rules. Otherwise, you'd best be prepared to do all the actual work yourself.
Given the reputation of most third parties that have been doing "the actual work" in the past, good luck with that once there's a "legitimate" channel...