With JSON, there's still a culture of doing things the simplest possible way. Sure, it won't eliminate all the variability, but the lighter syntax makes needless complexity more obvious.

For instance, if you don't need to separate the first name from the last name, {"name":"John Smith"} is obviously simplest. If you need to, and you have few other parameters besides the name, the OP's solution is obviously simplest. If there are lots, or if the name itself is complicated (first, last, mother's maiden name, pseudonym…), then your solution is obviously simplest.