They're really against changing something often, and this would be the way to do it... If you think about it (and you did research by going horde/alliance and talking to alot of people), it's likely a one-time thing... though if you wanted to transfer multiple characters, then...well... Dayum.
$30 is still too much. I was expecting $15, at the most...
Also, they WANT you to start a new character and level it up, so it's either $15-$30 spent leveling up a character, or $30 to transfer an existing character, basically. They desire you to spend more time playing and wasting your time.