But again, this is the problem with them - 0 transparency about who they are, where they operate from etc.
Why is this a problem? This hasn't been a problem for the past 10+ years, why would it be a problem now? As long as everything works as it should and the site pays.
Because some people want to have reassurance that their money is being managed properly. I know of a few high rollers (10 bitcoins + ) who moved all their coins off freebitco.in because there was so little information on them and when they heard the two guys operating the site had no backup plan if shit hit the fan.