Originally Posted by Vectivus
In the long run, though, besides an easy money grab, who does this change really help?
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Blizzard.
I'm almost certain this change is about reducing their product support costs - PSS is usually a huge cost for a company like bliz and if name change requests really are that common, an automated way for players to buy it would cut out that cost almost entirely. That saving probably vastly outweighs the income from the service.