JonMon has spent years building a persona for himself online. Yes, you can insert all the jokes you want here about the persona he has built for himself that he doesn't want, but that's not all of it. All of his business successes -- real or not -- all of the projects he brags about, all of his bravado about being a successful entrepeneur and consultant to Fortune 500 corporations, all of his contacts... He uses these to make his living. His personal business model is based on his personal branding.

If he changes were to change his name, then he would have to start building it up all over again. He wouldn't be able to tell people about Turbine, or Hard Data Factory, or Wheel Questions, or any of his previous consulting gigs, because those would all link him to the old name he would be trying to leave behind.

Starting over is hard. I can understand why he wouldn't consider that an option.