It isn't a rip-off, it shouldn't be free, and the price is most likely at the right point. See in business there are really smart people who determine price points. If the price was too high, they would lose revenue, as people wouldn't use it. If it is too low, they lose revenue as the price per until x qty would yield an unfavorable result.
As long as the right number of transfers happen at the $25.00, they have maximized their revenue. See Blizzard is a business, not a Non-profit Organization. They are a public company that has the obligation to maximize profits for their shareholders, which are real people like you and me.
You are owed nothing but the service they promises for the price the promise. I am sorry is $25.00 is too much, but for many people it is not. I did transfer servers and brought all my alts and my wife's alts. I am glad I did and am in a great guild. To me, it was worth the couple hundred dollars I paid. But before I did that, I rolled a new toon, joined the guild (advice from a friend) and did a "test drive"
So you see when it is too much the price will drop, until then, the price is the right price.
Oh and by the way the forums have already established that the following is ruining the game:
Not grindy enough
Not being able to fly until 90
Gear being too easy to get
Gear being too hard to get due to rep
hmm I think I missed some