To take an example from WoW, I think name-change alone was $10 and their race-change feature includes an optional name-change for $25 total (server transfer is $25 and includes a forced named change if the name is taken). But names are an important part of both the player and characters' identity... it's what people will call you barring more knowledge, what people will hate you by, and of course gender/roleplay reasons. It's not something you should be able to change on a whim (WoW has a 3-day lockout) so the cost should be substantial to dissuade that. Would be nice if using a Phantasia flagged you for a name change though, apart from any separate name service.

It's nice that name changes don't affect your FL/BL, but damn if there is one big feature MMOs take forever to implement (if at all), it's account-wide friendlist/blacklists.