Originally Posted by Whiteknight
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.
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Now, if you could pay to change someone else's name... that would be a profit center for Blizzard. And anyways, I suspect the cost is mostly there just to control how many people do it. Because to change names... it has to be worth $10 to you. That should chop off most of the 'Need more umlaught' joke crowd.