Is it a good business move? Yes. They're making tons of money on it.
Do I like it? No. Clearly transfers shouldn't be free and/or unlimited, but it would be nice if time spent playing the game=limited number of free transfers.
$25 *per character* is outrageous, particularly for a subscription-based game and a service that is nearly entirely automated.
But as long as people keep paying for it, why bother stopping?