It doesn't completely stop it, but that's what it was brought in to do. Previously you could put any random non rare card up for five million coins if you wanted to though, so it made things a bit harder. I've done what you suggested there to transfer a mate 100k to get him started and it was quite quick and easy, just not as quick or easy as it used to be. They've essentially gutted their own trading system, somehow making it more basic and more irritating, and haven't managed what they set out to do.
The trade offer apparatus was great. It was like a user driven prototype for the SBC system.