its a "premium" mmo, none of them are free. dont look at it as 10$ + 3$. just say its 13$ a month, which is less than many other mmo's of the same caliber.
What he said.
I found it a little strange too, but paying $13 a month is really not bad for an MMO.
When it comes to other characters however, I've usually never had more than two or three characters on an MMO at any given time anyway (or, at least, active characters). And in this game, you don't have to pick one class and stick to it forever, get bored, and make a new character. You can play as anything, whenever you want. Aside from what your character physically looks like, everything else can change.
In fact, they might even add in an NPC or something that can change your character's hair and such.