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.
