I would suggest that these are not simply a whole heap of indecisive newbies - there is something very wrong with the signing up process. People are obviously confused; most are signing up with either their real name or a pseudonym and then (too late) realizing that that is now their shop name. They then have to go through the name change process.
What's going on here, Admin? I'd like to suggest that Etsy has a fresh-eyed look at the signing up process and ask why it is confusing people. It needs some attention asap.