NCSoft has opened up two new features for City of Heroes: character transfers and character renames. These certainly aren't new to the MMO genre; other games have offered them in the past. However, what is new is the fact that this can all be done within the game client, at character select. The cost is also much lower than similar services offered by other games, with a price tag of $9.99 per use - though you do have to have a credit card on file to make use of both services.
In addition to all of this, NCSoft has freed up many previously taken names, used by characters level 6 or lower on accounts inactive for 90 days or more.
With all of this in mind, they've put together a Character Transfer FAQ and Character Transfer Tutorial, as well as a Character Rename FAQ and Character Rename Tutorial to help everyone better understand the services offered.