Bond is not such a bad example, because he introduces himself as "Bond. James Bond", not as "Bond. Bond James". If he did introduce himself as such, then you'd be forgiven for thinking that his given name was "Bond".

The problem is also not the short form of author names, which as you point out places the family name first, and which typically abbreviate the given names. The problem is that many sites will reverse that order when they render the full names. The solution is simply to allow the authors to specify how their full name should be rendered. This not a problem that is unique to scientific journals.

The full article is available here: https://archive.ph/1NGkF