I think it's fair that people know who operates SD. If you're running a business you shouldn't expect to stay anonymous.
Anyway, I think seals shouldn't allow SD to run the gambling games in lobby chat. It's annoying as hell and you can't do anything about it unless you're a paying customer of SD (the command to disable is only available to people who have a decent amount of reputation, which you generally gain by being involved in staking). If he wants to do that crap off site then that's his business, but seals shouldn't be endorsing that to happen on their property.
What happens on-site should be limited to staking, and maybe other things like the bounties and outlast pools.