People accusing Blizzard of greed need to realize that there are reasons they charge for these services. The first is obvious: they want to limit the number of transfers. If a faction transfer only cost 5 bucks, it would increase the number of transfers tenfold (if nothing else because people would be more willing to transfer all their alts as well.)

But the most important reason is because transferring these characters takes A LOT OF WORK. They need to assign some customer support representative to go into the database and change all a person's reputations, mounts, factions, etc. etc. They don't just flick a switch and it's done. I wouldn't be surprised if it took over an hour for each faction transfer, and you have to be paying someone for that time. That's the reason they didn't give people a 'break' and combine faction + server transfers. Because then you'd be paying someone the same amount for doing twice as much work.

Bottom line: remember that Blizzard doesn't have to offer these services. They're doing so in order to support their customers. Like every other service in this society, you have to pay them for it. Whining about it is like complaining that you have to pay for groceries, a taxi, or a moving company to pick up your stuff and move it across the country.