I have just started building my internet business and I am doing everything in my own name. Right now I am not making that much money (mid $xxx month), so it doesn't really matter. But if the business and sites grow as I plan, I am thinking that I should register and begin using a business name. I would do this to limit my personal liabilities. I was just curious to see how many of you do business in your own name or in the name of a registered business.
I registered as a Limited Liability Company (LLC) early on. One, because of the liability issues of personal property, and the other because of the tax situation. A good site to read about the differences between a self proprieter, LLC, Corp., etc is http://www.bizfilings.com Jim
I was ding the business under my name for few years, but this year I registered a LLC for it. I think this was a good move (tax benefits).