Display Name Spam ?

Reports are surfacing that people are using Display Names as advertising strategies. The name shows up on the website Friends list but not inworld, which makes it hard to figure out who is spamming. I'm not sure how much of a problem this will be. If it's spammers on my Friends list I mightn't notice, whereas spammers walking around with Display Names as advertisements are A) easily de-Friended, and B) aren't doing anything they couldn't do by using a titler, I think. Is it really a big deal? I'll have to experience it to judge .