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Not sure why performance became such a hot topic in this thread, but in any case, I believe it's better to do it like this so that they don't have to keep their xml bridge updated, also they would have to expand their bridge and game addon to handle more advanced functionality like looking up personal information, ticket status, item restoration, e.g. It was cheaper to simply allow the game to access the support site directly, not to mention regarding "looks ugly" they can always skin the site to suit the game UI design, thus eliminating you even noticing it's a webpage.
Anyway I look forward to this, also they improved how the game communicates with their support server in MoP as the earlier traffic hijack proof of concept I made a while ago (hosts-file), does no longer work in the Pandaria expansion.
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