It seems all new characters from Kelethin, Neriak and Gorowyn actually start out with none as their bindzone, only FP and Q characters have it set from the start. It also gets reset to none when you exile.
The only way I can get the servername to change is by completely quitting the game and restarting it by using the patcher and selecting a character on a different server there. Logging to char select doesn't change it and starting the game around the patcher doesn't change it either it seems. I guess the setting is only used to log in from the patcher
