Right now pretty much everyone looks the same, dependant on what they do Firelands/Zuls/PVP. There are so many unused visually appealing armour because the stats provided are not optimal for your character.
The idea of transmorg is that you make you current armoury to look like other armour/weapons - this allows for a greater variety of character visual customisation.
you pay gold for this service and it does not affect the stats of your current amoury - these stay the same and the visual changes.
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