Why was transmorg feature added ?

I don't know much about this transmorg feature but from what I read it enable your character to change his armor appearance.

At first, it seems nice but why it was implemented ? Because the new armor kits looks bad ?

I remember when I was playing 2-3 years ago, people would immediatly recognized what helm or what shoulders he was wearing only by looking at the player but now everybody can decide the looks that he want ?