Some WGs who gave crap or mediocre service changed names to avoid being rumbled, punters being more like to remember their working name rather than a random series of numbers on AW.
It's a pity AW has so many shortcomings as if you change your name on ebay, a symbol appears for 30 days, and that should happen on AW to alert punters. Having no alert gives the girl all the aces, unless a punter has a propensity for remembering names and numbers.
That said, I have seen some WGs change name to be something very similar to a successful WG in her vicinity, again to deceive primarily.
Personally, I'd prefer it if AW allowed no more that one change of name in any 12 month rolling period.