If you're running a business you shouldn't expect to stay anonymous.
many feel differently in the bitcoin community. Take a guy like dooglus, I trust him but he's anon. What about cloudbet & bitcoinvideocasino? Trust both of them, they choose to run the sites anon. you are saying this is wrong in general to do?
Well, I definitely think people knowing who the owner is makes it more likely the owner stays honest.
If he's honest and plans on staying that way he should have no issue with people knowing who he is.
Sure, if people have his contact info, he might a call in the middle of the night if his service crashed or something, but that's not necessarily a bad thing.