I thought this was for stat distributions at first, which would be annoying, but at least somewhat understandable. But this actually seems to be just cosmetic re-rolling, which is just absurd.
I get it if a developer doesn't want it to be free to reroll a character's appearance. But don't charge them money for it, just make them do a quest or something. God damn.
Characters should have some level of permanence to them. If there's no consequence to rerolling stats, then you're not playing a "character", as much as you're equipping a stat loadout. Limiting spec rolls is pretty standard.