Of course you can't change your name at will.
Imagine people being COMPLETE pricks as they level up their toon to 60, giving them horrible reputations. With a few bucks, they get to start from scratch again, everyone not knowing the difference. At least when an A-hole transfers to another server, you don't have to deal with them anymore. ;)
It's good that talent point changes cost money, it takes gold out of the economy which reduces inflation. Also it forces you to really think about your decisions, and not to mention I think it would be silly to run to the trainer to change your talents every 10 mins if you feel like it.
Oink.