Don't you get it? The reason they won't implement matchmaking is because it's their clever way of marketing the damned game. "Spread the word!" "Gather your friends and form a fireteam!" It's their way of saying that they know the game is challenging so you better seek out other people to form a damned team. This isn't them fulfilling or staying true to some noble philosophy. It's just greed. Not to mention all the egotistical no-life elitism going around in LFG. You'd think they'd already be working on implementing it. But no, it's because they don't give a shit if it's earning them advertisement through gamers like us. Open your eyes.