Huh? The vast majority of scientific publications I’ve seen render names as “Bond, J.”.
They picked a pretty bad example, too, because James Bond does indeed introduce himself starting with his surname.
Bond is not such a bad example, because he introduces himself as “Bond. James Bond”, not as “Bond. Bond James”. If he did introduce himself as such, then you’d be forgiven for thinking that his given name was “Bond”.
The problem is also not the short form of author names, which as you point out places the family name first, and which typically abbreviate the given names. The problem is that many sites will reverse that order when they render the full names. The solution is simply to allow the authors to specify how their full name should be rendered. This not a problem that is unique to scientific journals.
The full article is available here: https://archive.ph/1NGkF
See also https://shinesolutions.com/2018/01/08/falsehoods-programmers-believe-about-names-with-examples/
Yeah, I’m confused too
As the article explains, non western names will be reordered or incorrectly shortened to fit western standards. As an example, the Telugu name “Venkata Satyanarayana Naidu” is ordered family name - personal name - caste suffix, so it might get rendered as “V. Satyanarayana Naidu”, “V.S Naidu”, “S. Venkata Naidu”, or “S.V. Naidu”, none of which are correct ways to shorten their name.
