I run a cybercafe and we pay the publishers a fee to license their games. Valve Software has one of the best but most expensive programs in place. We pay Valve a monthly fee and they in turn give us promotional material, a listing on their website that we are a licensed cybercafe and all valve developed games are released free to us for the number of licenses we pay for.
What Blizzard is looking to do is make money in the same way that Valve is. I feel if Blizzard steps up to the plate and delivers the way Valve does than they deserve money. If all they are going to do is take money without giving back to the company that helped with the sales of their games then they are just being greedy.