I didn't bring up casual vs hardcore, I said they don't want the impression the activity is casual. It cam take several hours and you need to stick with it or else everyone else is waiting, extending some effort to find a group (even if it is using the very easy sites that have been made) helps ensure you realize it is a sort of investment of your time. LFG is not the same as matchmaking, no 6 year olds have been handed the controller by a busy parent in an LFG group - for example. There are valid arguments: money and time being the largest, then the practicality of implementing a feature that has already been addressed (in multiple fashions) by the community. It's mostly the Trolls who matchmaking would benefit, they can have victims at the click of a button.