[jschwartzi]

I wonder if they simply want the legal name. If part of the purpose of Facebook is to sell networks of people to marketers, then being able to tie your network identity to your home loan, car loan, and credit score is going to be very appealing.

[jdavis703]

If we take the article at face value, then the answer is that "no, they don't want your full name" for marketing.

[eevee]

"Finally!" the marketers cry. "We know exactly who John Smith's friends are."