Why would a woman in this day and age choose a pseudonym, especially a male-sounding (or anonymous) one? Why is J.K. Rowling “J.K.” instead of “Joanne”? Because books by men sell better. In fact, she had to borrow the “K.” to be “J.K.” because her publisher demanded it. Everyone knows that boys (her target audience) won’t buy books by a woman, right? Yes, indeed, we’ve come a long way. And yet in some ways … not.