A name is not more important than family, friends, possessions, property, lifestyle, and most everything else that should be secondary in marriage. If one is not willing to give up one's name why would they be willing to give up those other things that most people would think much more important?
Because presumably if they are in a situation where they need to give up possessions or lifestyle or anything significant, it's for a very important reason. It's a situation where not doing so would adversely affect their spouse in a major way.
Keeping one's name should not (and does not) have that type of extreme adverse effect on a spouse. They're totally different situations and compromises with different levels of significance.