Sorry to be rude Commerce Team, but If anyone with a voice, knows anything about business, or just thought about it for 10 seconds, they should realised how ridiculous this move is. They should have spoken up at brain-storming meetings (or whatever type of get-togethers LL has), and said so. And others should have listened. It's not rocket science.
I only need to know my customer's' real name, the one they will always have, not the one they change whenever the wind changes. From a business perspective I have no need, whatsoever, in knowing this week's display name of my customer.
What is astounding me is the lack of brain power with some in the LL ranks. This is just so elementary. Even though some have suggested merchants should have been asked, anyone with say, half an understanding of how SL business works, should have known how stupid this move is.
My suggestion - all LL employees in decision making roles, no matter how small - at minimum, learn the procedures of running a business, and how a merchant goes about reconciling reports from the Marketplace and Transaction History. Then how to follow it up and learn how a merchant uses that information for customer queries. All LL employees, especially decision makers, should have a good understanding of how all aspects SecondLife works, and actually "use it".
If this is too "hard", then consult merchants, who can advise you. And then listen. And listen some more.
Seems to me, with many of the decisions made, select LL staff have no idea at all, and we'd all be better off if they looked for employment in a field more suited to their expertise.