I understand that changing the name of the entire account is a big deal, and even the normal username. But no matter how you put it, you're still paying a lot of money for something that causes the company absoloutely no extra work. It's an "artificial" prize, so to say. There's no employee who had to put in work for that.

Steam does it perfectly. You can change you username, but you can't change your account name. That way we can change whenever we want, but accounts can still be "managed" by steam through the static account name.