Just like town and village names became surnames in past times, I think blog names are becoming a sort of surname of the future. Many bloggers post under pseudonyms or just their first names, so it's pretty common for me to cite other bloggers as, e.g., "Glenn from Instapundit". If one is doing a Google search for someone, I'm sure that using such a construction -- if known -- will yield more profitable results than a first/last name combination.
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You may be on to something. I've been linked to as "Jeff Xrlq" before.
So then, are you Michael Williams from "Master of None", or Michael Williams from "Michael Williams -- Master of None"?
I searched for my blog name "Master of None" and found yours.
If a blogger doesn't provide a last name, I will very frequently assign him one based on his blog name. Kevin from Rant Me a River became Kevin Rant, for instance. We've got additional flexibility if we add "Du" in front of it... Alex DuRawbservations... it kinda works.
Forget surnames, what fascinates me is blog first names. For example, I go by the pseudonym Wacky Hermit. Some people call me "Wacky" for short and others "Hermit" or the respectful but gender-incorrect "Mr. Hermit". Others use the initials "WH", and I've been known to sign as "Wacky HERmit" when my gender has been incorrectly guessed. I'm not offended or upset as long as the appellations use parts of my pseudonym. I think it's fascinating, though, to see how people react to a two-word pseudonym-- sometimes it's a whole first name, sometimes a first name and surname.
I am regularly called "Mr. Patterico."
And other things.