Fame, or Notoriety?
If you type my 'work name' into the Internet's favourite search machine, something new happens -- you get a sponsored advertisement by the side, inciting you to buy a book on a topic related to my main area of study (but otherwise having not much to do with me). Is this fame? Is this how I want my fine name to be used? Can I complain if I don't like the way my name is being traded on? Does anyone else care?