Free? Meh, I can get behind a free service, with the following caveats (which, incidentally, I think should apply whether or not the service is free):

- It should only available after three months after the character is created.
- Physical re-customization should only available once per character...ever. I'm a grognard who believes that people need to have some choices that are permanent, but at the same time people should have one opportunity after gaining some experience on a character to rectify mistakes they made as a newb. Besides, some consistency isn't a bad thing: people changing gender and facial structure constantly just kill immersion that much more, as far as I'm concerned, which is why I'm glad they at least placed the racial limitation on the customization service.
- Paid name changes should be permitted under the rules that currently exist. After all, it's somewhat trivial to obtain a name change in RL; in a fantasy world, it would simply be a matter of telling people, "I'm no longer Uncreativenamepwnznewbs...I am now Creativelychallengediroxurworldlulz."