It's not CliffyB, it's Cliff Blezenksi.

[DMeisterJ]

In todays most "Who gives a flying crap" news, Clifford Blezenski, creator of Gears of War, doesn't want to be referred to as Cliffy B anymore... It's time for him to "grow up" and this will happen with a name change.

Will this help?

http://www.joystiq.com/2008/05/21/cliff-bleszinski-is-done-being-cliffyb/