Family name matters if only for familiarity reasons. If you're considering two candidates, and you only recognize one name, the familiar one will tend to win. Also, there are connections you can draw upon for support. I did this plenty of times when I was playing as the Silverfires. I highly doubt an RP'ed marriage into the Kabrinski family would have ever occurred otherwise as just one example. Or my quick recognition to regain influence with a new character in Luria. Although, that's much more regional family ties.
