No, the DRF members don't have surnames. They do use aliases, when convenient though. IIRC Frederik was once reported using the name Frederik Hansen in Australia.
I don't think we need put too much into Nikolai using Jørgensen and now Frederiksborg on his profile (which is now private).
When it was open it was IMO a good idea, because Jørgensen is such a common name.
Schackenborg is hardly an option since Joachim no longer own the manor, so Frederiksborg is a natural choice. Something Alexandra will probably appreciate and perhaps a way of showing solidarity with his mother.
Okay, Archduchess Zelia, that was an interesting post and I've given it some thought.
You conclude that I'm not fond of Alexandra and I thought about it and your are right. I respect her a lot for her professionalism but I'm not really fond of her.
For that matter I'm not that fond of Joachim either. I have a tremendous respect for him, as a person as well as a working royal - and I happen to think he has been unfairly treated by the press and public - but I doubt he and I would ever become friends.
Our Marie on the other hand I genuinely like, for her personality.
Now, with that being made clear let's get to what you wrote.
Alexandra has always been very good in regards to PR, also when she was a member of the DRF, and she did know how to milk the press-cow. That was part of her job and no matter what you may think of Alexandra, when she was a member of the DRF she was a professional to the bone.
Then came the divorce. Alexandra was the darling of the DRF and got all the sympathy, while Joachim was proclaimed the villain. Already back then I thought that was unfair, it usually takes two to ruin a marriage.
As a man I don't blame Joachim for his behavior (which was probably exaggerated anyway) I would probably do the same thing in his place: go on the odd binge.
M&F came along and their popularity soared, eclipsing Alexandra's.
At the same time the story about her relationship with Martin Jørgensen surfaced and that was the first dent in her armor and people (unfortunately and wrongly IMO) looked at Felix and wondered...
Alexandra remarried. Each to his taste, in my eyes the wedding was over the top, practically semi-royal. And the news and TV coverage wasn't a four minutes segment on the news, that was a full scale report. And I doubt very much the press had to beg very much to be allowed to cover the wedding. As I said: Alexandra knows how to milk the press-cow.
That was the first genuine example of: "Hey, don't forget me".
Joachim remarried. As a member of the DRF his wedding was naturally covered, anything else would be very odd and the marriage was fairly low key for a member of the DRF.
You sidestepped the yearly summer shoots, I notice. Where Joachim and Alexandra with Nikolai and Felix virtually competed about presenting the most idyllic pictures. The violins in the background were playing on overdrive, not to mention the sugary quotes! (I still have a few translations somewhere in my archive). I found them immensely entertaining.
- Again, Joachim is a member of the DRF, there is a public interest in him and his family. That's part of the royal road show.
And even though there was a public interest in Alexandra as well, it was slowly waning and as a commoner she did not have to jump on the band wagon. There was a period where if Joachim brought the boys to some event, Alexandra did the same thing and vice versa. - These were examples of "hey, I'm still here". Because if someone believe Alexandra didn't think of the PR effect, then I've got a mermaid for sale.
Time passed, M&F became the undisputed super starts of the DRF, and Joachim has another set of children. While Alexandra gradually vanish from the front pages. She still got a fair and decent press though, especially when she brought Nikolai and Felix along to events but nothing compared to before.
Then came the warning cry from Alexandra's protections. Where was she? That caused a stir and started a genuine public debate as to her apanage. Low and behold all of a sudden she became very active with her protections... - It is tempting to think that her interest in some of the protections, was proportional to the press she got.
Now, her second divorce. Alexandra announced it, she chose the words for the press release and it's a wording than can keep you in suspense until the next episode!
About the same time Joachim went out and pleaded to the press to consider Nikolai and Felix, Alexandra was photographed in front of Felix school, smiling away.
That one was unnecessary! Was it a coincidence that the pres happened to be there? Yeah right! Anyway, if the press wanted some photos of Alexandra "keeping up appearances", she could easily have asked the photographers to leave Felix out and pose alone. - You know the laws of privacy here in DK actually protects Felix in this case. (*)
So yes, Alexandra has her faults. That does not detract from the genuine and flawless work she did do when she was a member of the DRF.
(*) While you are allowed to photograph me in a public place if I by chance happen to be there, especially among a crowd, you are not allowed to walk up to me and photograph me without my consent. Nor are you allowed to focus on me in a crowd without my consent. Unless there are special reasons for doing so. Like me wearing a clowns outfit in a public place.
Children are certainly protected. Especially younger children. Standing in front of a school photographing one of the pupils, no matter whether that pupil is famous or not, is a big no-no! Now we are moving into the area covered by the penal code. You need a parents or at least a teacher's consent for that one.
The laws of privacy is however broken constantly by private citizens who photograph celebs and post them on say Facebook. But if sued they would most likely lose.
For the media and professional photographers the law is enforced, because as professionals they are expected to know the law and they make a living on publishing their pictures.
So in other words had Alexandra said: "Do not photograph Felix", the press would have been obliged to obey that request. Especially outside a school, because taking your child to school is a private activity.