Yes and if you want to be a perceived expert and hold expert status in numerous verticals, it may make sense to go the "brand" route over personal name route. That's most likely why Eben did that. When people search for David Deangelo, only his dating stuff pops up and almost all of his prospects wouldn't know he's an internet marketer by trade. If they did see he was an expert internet marketer and expert in 10 other fields, that would hurt his credibility