All of a sudden this was thrown up on the frontpage and forums (
WoW Forums -> Paid Character Name Changes Are Here). Paid Name changes for $10 per name change (no other limitations seemingly announced):
We’re happy to announce that through the wonders of modern gnomish engineering, you are now able to change your characters’ names. Finally, you can turn the moniker that seemed like a good idea at the time into something more befitting your true standing in World of Warcraft.
Visit Account Management to begin the paid character-name-change process. The fee is $10 per name change. As with our recent addition of voice chat to the game, this feature is being rolled out across all realms in several phases. The first-phase realms are listed in this forum post. Enjoy this new feature and the subsequent effect that your bold new name will have on friends and foes alike.
Aerie Peak
Altar of Storms
Alterac Mountains
Andorhal
Anetheron
Anvilmar
Archimonde
Arygos
Black Dragonflight
Blackwing Lair
Dalaran
Dalvengyr
Deathwing
Demon Soul
Dentarg
Doomhammer
Duskwood
Executus
Gnomeregan
Haomarush
Icecrown
Jaedenar
Kel'Thuzad
Khadgar
Lethon
Mal'Ganis
Norgannon
Onyxia
Scilla
Sentinels
Steamwheedle Cartel
Tanaris
The Venture Co
Thrall
Turalyon
Uldaman
Undermine
Ysera
Ysondre
Zuluhed
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Naturally, it's the new buzz on the official forums which makes it somewhat entertaining to read on a lazy friday morning. That said, this really came out of the blue (no pun intended) and I was surprised to see no new topic was made yet to discuss this.
I imagine a similar option will be introduced in the EU for about 10-15 euro and I will probably take advantage of it. Will you and why or why not?