Dungeons & Dragons Online Premium Services

Turbine has announced the availability of two new services that allow players to pay a fee to have their character or guild name changed.
Character Rename:

Your name should reflect who you are. Perhaps your tastes have changed or your character has grown in an unexpected direction. Maybe you've met a beautiful elf and would like to get married. Whatever the reason - if your name no longer expresses the true you, you can update your character's name through the new Character Rename Service.

Guild Rename:

Did you pick a name for your guild that you now hate? Have you thought of a newer, better name? One that reflects where you guild is now, and not where it was a year ago? You can now change your guild's name to better represent yourselves in Stormreach.

$20 a pop seems pretty steep, though.