Earlier quoted context omitted.
One could change #40 to: You need your customers' names. I look at a name the same way I look at a username, more frequently than not it's a hassle you don't need to solve. In many applications a username, or even better, an email address, is the best UUID for a user. We design apps to collect names by default, even when we don't need them and will never use them for any purpose, or at worse, the purpose we use them…
Suppose someone calls in and tells you they want to cancel but forgot which email address they used for signup, what is the next piece of information you ask them?
While designing or refactoring an app, ask yourself, "Do I really need her name or address? Will I risk their privacy and security if my database is compromised? What will I do with this information? Will I sell it to advertisers, or will I ignore it? Will I alienate any potential customers by following the first-name last-name standard?
Really, this has me thinking, WHY do we have a last name? It's basically nationalism for families. "I am Eric, the son of John Smith!" .. So what? Who cares what your family's name was? Think about it. The only time anybody has ever addressed me with my full-name it was in a government context. Are two names really required for a UUID? Why only two? Why not four?