Board Thread:Questions and Answers/@comment-24800939-20140818133109/@comment-61022-20140906102538

Probably for marketing reasons, people would be more inclined to buy a comic with "Bruce Wayne" on the title since its a more recognizable name. In the story he was the ward of Nick Fury. So I suppose there's your answer as to why he wasn't named Bruce Fury much in the same way Dick Grayson didn't change his late name to Wayne when he was ward of Bruce in the DC universe.