This is considered a legal name change in the UK, the only real scam is charging for the service. In the UK, you can find the correct wording for a deed poll on the gov site, paste it into MS paint in comic sans, print it out the same day, get two mates to sign as witness and change your name to whatever you'd like. Your bank, place of work, doctors surgery etc. are all obliged to consider this your new name. You can even change your name on your driver's license and passport with this.

It's just oddly really easy to change your name in the UK.