It's ridiculous. When a game like Rift is able to do it for free, there's no reason there should be one in WoW. I'm sure blizzard has lost players because for some reason or another they could not afford the $25 fee to transfer on top of their $15. Blizzard should really look at how many are quitting the game and of those who could have transferred and maybe found a better environment on another server. Also, given how long the game has been out many people may be reluctant now to spend money. And if you have $25 to throw around to find another guild, great.