Similar fation to World of Warcraft, now players could pay for changing their characters' names.

When first connecting to Battle.net in StarCraft II, players choose a character name that becomes permanently attached as their usernames and forum names. Unfortunately, some players didn’t know this and entered first names or some other username that they later wished they hadn’t chosen. Understanding players' dilemma, Blizzard is giving everyone a free name change very soon, with subsequent name changes to be implemented after a player pays a fee.

So, think twice when naming your character to save the money for name changing again.