I intend to take J's last name when we get married, but still use my maiden name for my writing. I like my last name -- my sister and I will be the last to have it, unless she keeps her maiden name and has kids -- but I like his name, too, and his family actually has a monument in their name in his hometown, which is pretty darned cool! The only drawback is that nobody can ever figured out how to spell his last name, whereas mine is short, sweet and a somewhat common English word.
Of my married friends, there are a few different things. One friend couldn't be bothered to change her name when she got married; it wasn't a personal statement on her part, she just didn't want to do the paperwork!
Another friend changed her name when she got married, but kept her ex-husband's name when they got divorced, because his name was easier to spell and say (4 letters versus more than 10). Finally, another friend hyphenated his name and his wife's name, because she was adopted and she felt that her last name was the first gift her adoptive parents gave her -- she didn't want to give up that gift. His family was very traditional, though, and they wouldn't have understood if he took her name (he would have been fine with it, himself); they decided they'd both hyphenate their names, for now, and see how that feels -- they can always change things in the future, if they want to.