[citation][nom]aznguy0028[/nom]SC2 should have a naming scheme like in Bad Company 2. One line for your clan name, and one line for your user name. The clan name can be changed whenever you want, but the user name is permanent. That way people who switch clans don't have to pay 10$ to change their names.[/citation]
While I'm sure profit is part of it, it is also a deterrent against those "shady" players that itadakimasu mentioned. If you cheat, badmouth, etc. and are caught, and your name goes out there, then many people will know about it. And if Blizzard wishes to fulfill their vision of StarCraft II as an e-sport, then one record, one permanent name, and one account makes sense to me.