It is, indeed a different world out there and the Google gets a fair share of the blame. From Periodic Boundary Conditions, the owner operator, a PhD candidate in materials science and engineering, explains why she will take her husband's name
Basically, it comes down to searchability and uniqueness, not a sense of traditionalism. My maiden name, at a school with fewer than 2500 women, meant I had a name double. I have no particular attachment to my maiden name, and having a common name can quite frankly be a pain. Mr.ME, on the other hand, has an Ellis Island hat name (i.e., completely made up), so it's very uncommon. Also, I haven't published anything yet, so that's a non-issue.
Put simply, searching my first initial and maiden name on Google scholar yields over 50,000 hits. My married name yields 12, of which 10 aren't actually the proper combination. The other 2 are from the 1950s