I've always looked at this as a minor issue, but I guess I could be viewed as a bit different than most people, anyways.

When I married the first time, I automatically took my ex-H's name because I was rather traditional and I had no desire to keep my maiden name. Fast forward to our divorce--I kept my 'married' name. The thought of changing back to my Maiden name didn't give me much joy--it's a bureaucratic hassle and the majority of my business contacts ONLY knew me by my married name.

Five months ago, I married again. At first, my H wasn't thrilled about marrying me while I still carried my first H's last name...Eventually, he realized that the surnames don't play much of a part in it. As a gesture of love and respect, I took my new H's name--although he's very Liberal and open minded (and said it wasn't an issue for him) I know he really feels honoured that I've taken on his surname.