What's in a (pen) name?

Chick lit author Michele Gorman has a YA alter-ego.

Since I write in several different genres I've often wondered if I ought to use a pen names. But all my stories are parts of me and I'm almost afraid having an alter ego would feel like cheating. So it's kind of satisfying to read of an author combining her identities in a re-released book, particularly when it's a book I've enjoyed so much. 

Known for her best-selling chick lit (the Single in the City series and Bella Summer Takes a Ch...