I believe that you should allow for players to pay for name changes. Let's be clear, this is NOT something that should happen for race changes or server transfers. This should ONLY apply to names. Why should this happen?
[PROS]
-Fundage for maintaining servers.
-Players can happily change their names instead of recreating their character JUST for the sake of a name
[CONS]
-Oh wait, there are none.
Simply put a 90 day cooldown or higher on paid name changes, and this system will not be abused. This has no impact on gameplay, progression, or player interactions. It only helps the community and the server. I for one would use this system, and would be willing to pay up to $15 USD.