Now, I wouldn't pose an argument against our monthly fee, but it's common to see complaints from the community about Blizzard's paid services for WoW. A character transfer is $25 USD, name change $10 USD, appearance change $15 USD, race change $25 USD, faction change $30 USD, and let's not forget about the various Guild Services offered at a price. Select services combine a few changes -- an appearance change allows a name change as well, for example.
What is reasonable? Well, for cosmetic services like appearance, race, and name changes, the prices are fair. They're things that aren't necessary in order to play. If you're in a top 100 guild, at some point you may gain an extra edge in changing race to benefit from a racial. Who knows. If you're being harassed by someone in-game, it may be necessary to name change, even. Other than that, I can't think of a situation in which those services would be "required."
Character transfer charges, on the other hand, should be looked at. Over on the EU forums, Taepsilum posted a great response to a thread on paid services that got me thinking.