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When you get an account with us, you would only be setting a username. Internally, we provide a “strange” alphanumerical code for your full name.
What is that? This is to cater to those offices who want people to remain largely anonymous when producing content: People tend to get biased about the content others generate if they knew the person who was generating it. (That's the principle of Democracy: Anonymity is a boon as you can boldly state your opinion without revealing who you are)
However some people may not like this – so you are allowed to change this full name ONCE and only ONCE. The reason for restricting the name change is because your content would be attributed to this full name. If that kept changing, it would confuse people.