Silt,
You won't be able to change the registration name that appears on the device itself (on the screen that you see when you go to Home / Menu / Settings). But that doesn't change the fact that the device is still registered to you as far as Amazon is concerned.
Let me put it this way. It's Amazon that keep track of who the device is registered to. That's why you were able to register it via the Amazon web site. But the device has no way of communicating with Amazon, so it can't know that it's registered.
But, as you've discovered, that doesn't matter. You can download books, subscribe to newspapers, etc. The only issue is that you don't see your own name on the device's Settings screen.
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