IMO, all of these should be in the game. Yes, even name changes. I know that name change is something that MMOs usually put in the shop, but I would rather have a NPC in the game that would make your character sign a contract and pay a fee for the name change.
Changing how a character looks also should be in game, at least for hairstyles.
"Unique outfits" should be achievable in game by high level crafting. It is not less unique than putting it in the store and let everybody with a credit card buy it.
"I bought the game by mistake - want to convert to subs": I didn't understand this.
Change Alliance is a big NO. No, no no no. I really don't want to see this. Same for "Any race - any alliance". It should be a preorder-only perk, forever.
Being Imperial... Well, we know that the upgrade will be offered already. I'm not a fan of this either, but it doesn't bother me as much as everything else.