We tried to change the name of our page from "Hit Tennis 2" to "Hit Tennis". (After releasing Hit Tennis 3, we realized a per version FB page was silly.) We were asked to explain the change and it was denied (as I recall they said it could lead to user confusion). I thought that was a bit picky, but I understand the position of being careful of changing their likes our from underneath users. No mention of having to pay to get our name changed.