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the first change is free, if you want to change it you should’ve been sure about the name change the first time. Also name changing isn’t necessary, so devs shouldn’t make it cheaper if it’s nothing more than a perk.
If there are people who are unwilling to use it at current price, but would pay smaller amount (say 5 rubies) than devs should definitely consider it, since it could increase their income (2×5 > 0×50). Besides, nobody told us that name changes are expensive when we changed it for the first time.