So right as Philip has announced it and it was already mentioned on the blog, LL has put out the first test implementation of the display name changing ability: http://blogs.secondlife.com/community/features/blog/2010/08/31/display-n...
Linden Lab announced recently that they have acquired the website www.avatarsunited.com: https://blogs.secondlife.com/community/features/blog/2010/01/29/avatars-unite
