It goes on to say that he changed names so that he could be fresh, a new author without a track record, and thus without any record in the computers of Barnes and Noble or Bookscan.
While I love computers, I do worry about the increasing tyranny of the numbers. Authors aren't producing widgets, they are writing stories, no two of which are alike. And some are better than others. And some don't get the recognition or the sales they deserve. It feels like switching is going to happen more frequently. I know it has in mysteries and thrillers, although I don't personally know of anyone whose editors didn't know. "Richard Hawke" is really Tim Cockey. "Diana Diamond" is William P Kennedy. A friend is switching genders next year, at least in print.
After reading this article, I wonder if Justin's/Paul's editors are going to be pissed that they found out through a newspaper article.