Will you be buying a new last name in SL?

I likely won’t be paying $100 setup fee and $50/year for a new last name in Second Life, will you? I can see where this would be attractive for newer residents and perhaps some businesses, but will there really be a mad dash to buy a different name? I’ve spent the last 10 months building my presence in SL and on our sites with the surname of “Goodliffe” so switching to something else would need to be logical. Also, my name is TDavid and there won’t be an option for me to choose only having one name, will there?

There is one surname I might be willing to buy that’s related to one of our businesses. I’m not seeing this be a huge cash cow for Linden Labs, but maybe I’ll be wrong. What do you think?