Blizzard is changing their service to rename guilds.
From April 22 on, a guild name change can not be bought with real money, but costs 200.000 Gold in game.
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So at the time of writing, 80% of a token, or $16. (With the benefit of a slight gold sink i guess)
Depending on the region: yes.
I fully expect they will continue with other services so they can drive the sales of tokens.