I think 1000 Crowns would be a reasonable price for the name change and appearance tokens since they don't really affect gameplay the way race change does (obviously 500 would be better but realistically I don't see ZOS going that low even during a sale).

I find the price of 2500 to be especially ridiculous since some players with "inappropriate" names are forced to change their names for FREE. I think every player should get at least one free name change token to make it more fair.

I can understand the high price for race change, but appearance change and name change should be CHEAP.

I waited a year and a half for a sale like they did on the race change token before I finally broke down and bought the damn name change. It's stupid for that to be so expensive, especially since it's not made clear when you create your first toon that you can use spaces to create a unique name. I have spoken to at least six other people who did the same thing I did and spelled the name they wanted all weird and were dissatisfied with it because they didn't know they could use spaces. And I don't even talk to that many people! So either they need to drop the price of name change OR put a very clear notice on character naming informing us that we can indeed use compound names, epithets, etc.

You're going to use the services if the cost is worth it to you.
They're not priced for casual or whimsical use because they're not intended for casual or whimsical use.