Ok so here is story:
I buy heirloom item, then I no like how it look so I go and Transmogrify (TMGF) it for 375G because I thinking well I use item on all characters I no want to be annoyed all time by bad look.
Then I start new rogue and decide that I want Heirlooms on this character so I go to other character and send them over, then on the other side I see item no longer TMGF, so I contact GMs to find out what wrong.

The GM then tell me oh did you not know that if you send heirloom item it take away TMGF. Then I say to him so WHERE does it tell us player before or after the TMGF proses that it will be so? To which he says it say it becomes Soul Bound, to which I say IT IS AN HEIRLOOM it never become soul bound, so the message will be ignored since it not apply to heirloom items.
He then say well if you feel that not enough instructions has been given then take it up on the forum, well FORUM here I am.

YES I feel not enough has been said to warm us...... LIKE say for instance a MESSAGE popup like you already HAVE on there saying something along the lines of "IF this item is a Heirloom item then the TMGF will be undone if you send it to any other characters" WHICH would be all of 5min for you programmers, but NO instead you expect us to ASSUME that is the case and if like me you do not ASSUME such a IDIOTIC thing then you are stuck 375G throw away and a ugly looking hat that now will not look like what I PAID it to look like!

So yes BLIZZARD I think you need to 1)Refund my money since it is YOUR lack of instructions that lead to this and 2) PUT PROPER INSTRUCTIONS IN!

sigh....

You know I love this game with all my heart and these things only serve to annoy me and other players.

So do your job right and think about us.