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There might be many reasons. One I'm most familiar with: the dog is the basis behind the name. I've seen that thing and damn it does look like her a little...in doggy form at least. A reason she made herself seem like another person by using a pen name might be because she was not confident in her skills as a composer and didn't know how it would turn out. It was new territory to her so she didn't want to be known as the composer of the song. It works the other way too...she was trying to be modest about it, instead of having Ayumi Hamasaki under both "lyrics" and "composer". Everyone would obviously know her talents, but she's not the kind to flaunt anything, even though we know CREA and Ayu are one person. They just offer a contrast when looking at the credits...and appearances make a bigger impression than anything.
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