If a man has a horrible surname I wouldn't want that surname, and it is also off-putting in the sense that I would not want to even date the person, let alone marry him. I've heard of some really awful names that just make me cringe.
Another option would be for the man to change his surname. Some men do that, they use the wife's surname.
And another option is add on the husband's name at the end, such as when Hilary Rodham married Bill Clinton. Clinton is an okay name. For a long time she was known as "Hilary Rodham Clinton", but now uses "Hilary Clinton".
BTW, Bill Clinton himself isn't even a biological Clinton. His step-father was a Clinton. His birth father was a Blythe.
---------- Post added 2012-03-31 at 01:34 ----------
In my family tree, on my mother's side and on my father's side, it's customary, but not mandatory, to have the wife's maiden name, or other family surnames on her side, as a middle name for each child.