$30 seems a bit much. I expected it to be $20 or at least $25 (same as Realm transfer). But nevertheless, I had already transfered my Undead Warlock to a friends server in anticipation of this server. I'll pay the $30 at some point and move him to Alliance.
Blizz are also implementing cross server instance grouping. While this will be brutal for PUGs, it will be nice to be able to play with friends on other server (same faction) without having to transfer characters to another server or level another character up.