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Jack vs. Joe

I just want to know why everyone refers to the narrator in fight club as "jack" despite when they are talking about the book. Chuck repeatedly uses the name "joe" to describe him or how he feels. Ex. p 59 "I am Joe's Inflamed Flaring Nostrils." and likewise. I realize that when the book was adapted to the movie the guy changed the name from joe to jack but common, this is chuckpalahniuk.net not jimuhls.net, have some respect for the name he chose.