I still think the companies themselves should sell the gil, I can see no real reason not to.
Because, if you can buy currency, then there's no reason to farm for it, or craft for it, or quest for it, or offer services for it. Selling currency greatly devalues it: the price to buy is always lower than the amount of effort required to make it.
There are many other problems with it, too, such as the fact that selling currency embraces the act itself - why buy from X company when the RMT undercut the company's price by 50% (as we know they would). Take WoW, on Cenarian Circle server about one month ago, for example: I was getting tons of RMT shouts advertising 1000 gold for $1.86. Now, if WoW were selling its own currency, they would be competing directly
with RMT for their own product.
If 1000 legitimate gold cost $5.00, guess what? The company would almost never sell anything - if buying gold is fine, if we're allowed to inject thousands and thousands of pieces of currency into the economy whenever we have some spare change, why not shop around, truly?
Additionally (and this expands the first point), placing a monetary value on currency instantly creates a finite value that should not be there. If I can make 50k gil in an hour of levequests, but SE sells 500k for $10 (currency is always sold for ridiculously low amounts, as any RMT shouts should show you), I basically earn the real-life monetary equivalent of $1 an hour. This means 1) that my times feels like it has been a waste, and 2) that any random guy with one dollar
can do better than I can do in an hour of actual effort.
In short, a company selling game currency is terrible for many reasons: it completely devalues all in-game economic activities - farming, crafting, gathering, etc. - it creates a situation wherein RMT compete directly with the game company for the same product, it devalues personal effort, and it allows people who don't even play a game to buy advancement in it.
edit: oh, it also crazily inflates the in-game economy by, as you say, "press[ing] a button...and simply creat[ing] the gil out of nowhere." Edited, Apr 10th 2011 12:18pm by KaneKitty