Why are name changes so expensive?

Probably to avoid confusion. I don't like it but it's not really that big of a deal. I actually hated my original name because I made it years before I actually got into the game and it was really corny and childish, so I shelled out some birthday money a few years ago to change it to this.

Cash only??????

During preseason it usually goes on sale if you wanted to wait around a month.