So, what's the deal? Some kind of secret comic book company code? An old wager Marvel made with DC to see how long they could get away with this silliness before anyone noticed? Nope: The reason is that Stan Lee has a shitty memory -- so shitty that he couldn't remember what his own characters were called. In his own words: " ... if I could give somebody a name, where the last name and the first name begin with the same letter [...] then if I could remember one name, it gave me a clue what the other one was."
To confirm that he's telling the truth and prove that not even the alliterative names were enough to counteract Lee's substandard memory, the Hulk's birth name was changed to "Robert Bruce Banner" in the comics because his own creator kept mistakenly calling him Bob.
There was also that 10-issue storyline where Lee thought he was writing Batman.
In fairness to the Stan-ster, at the time, he had a crap-load of characters to keep track of, with more and more coming practically each week in order to satisfy the frenzied spandex-costumed vigilante cravings of their fan base. People just couldn't get enough Stan Lee back then, and he had to cope with it however he could.
Eliot R. Brown