This one might not be all that "exciting," but it's still a neat addition that might make restarting your subscription more feasible. Most other MMOs try and keep server transfers under lock-and-key, forcing players to pay actual money for the feature, if it's available at all. In Rift, not only can you bring your character and literally everything about them to another server for free, but you can do it once a week. No punishments. No level or item loss. Guild leaders can move their guild, too, keeping the guild level and experience intact.
Trion's reasoning is simple: "MMOs are all about playing with your friends no matter which server they’re on, and that’s why we’re offering this as a free service to our subscribers," said Scott Hartsman, Executive Producer. "RIFT is both a game and a service, and adding free server transfers is just one more way we can make this the best possible MMO experience available."