Originally Posted by forumpersona999

Who cares ?

You have people who get married or change name by deed poll, update it with Starwood and then go to a hotel that they stayed 2 years ago and a day before check-in the whole reservation magically reverts to the old name.

Those people probably care. Updating your customer record at every property at every check-in when you have your SPG.com record fully up to date gets boring fast.

It is a pretty lame issue to have in 2015.

Edit: Even worse scenario is if you divorced a douche-bag on very bad terms (Jerry Springer show content style) and took back your maiden name and years later hotels will still over-write your correct current name thats on SPG.com with the one you want nothing to do with.