I know numerous women in very loving, faithful and strong marriages who have kept their maiden name for various reasons. It's not that big of a deal.
Sorry, but is a very big deal. Taking the husband's surname as her own, cements the familial bond, and announces to the community that 'these people are now a unified family unit'.
If the woman has "various reasons" for keeping her maiden name that are more important than her marriage, then that just shows you where her priorities lie. I mean, what's the point of getting married, if you're going to retain your singular identity? May as well just shack up. You haven't really committed, in my view.