The price is clearly too high for such an automated process. But the point is that they know they can charge us that much for two reasons:
- Because the alternative is the long and boring process of relevelling from start
- And, above all, because they made a game which is so awesome that it can make us care so much about a character that we are ready to pay that much to change its appearance.
So, I basically think that the price is clearly too much for the specific service, but quite clearly it isn't too much as an option for such an amazing game...