what is this fascination with slam-banging people's first and last names into a trendy uni-name?

i don't understand why two names for every person in america isn't enough. so now we have ScarJo instead of Scarlett Johannson. or however the balls you spell her last name.

this is a concern that i'm addressing tangentially through reading this article, which is actually pretty interesting. it's concerning the instant hatred that occurs whenever a movie star decides to do anything other than make movies; in this case, especially if they decide to make music, which is something i've been talking about with a few people a lot lately, especially after my major talking-up of She & Him's just-released album.

which reminds me, my favorite sentence from the article: "Surprisingly, no one was there to prematurely bash She And Him, and the critical reception to the group’s debut was fairly approving—despite, in my humble opinion, being totally middling and reliant on the collective boner most hipsters have for her."