I always found it ironic because people used to always say:
"Waaaaah JP have advantage over us!"
"Waaah RMT is ruining the game"
Now it seems just a quick trip to BG forums you'll see that most cheating is and always have been from ...let's just say "the community." So sadly, they can't without banning quite a lot of their NA players. I mean salvage bans shows they'll ban if they have to, but with how open people are about cheating, it won't end well.
As for the rarity argument:
Rarity keeps people playing - handing out everything and making everything beyond easy drives people way a lot quicker because it's like getting a job starting as a janitor then becoming the CEO in 2 hours and then being fired an hour later only for the process to cycle with the next janitor that joins the company.
There's nothing..to truly work for when you're handed it. This is why Yoshida over on the XIV side admitted to designing that game with the knowledge of people will quit for up to 2 months after wearing out the content in a new patch because of how accessible it is and how easy it is to gear out with no rare items to obtain. You want some items to be rare in an MMO, it's not your single player game where rare items make no sense other than a forced grind.