It's only for people who want to trade their privacy with money.
You make people know YOU more than what you offer or your service, so the spotlight is YOU, whenever you doing something, people mostly care with YOU. Personally I don't like that, I'd rather show my service/product without revealing my face, which is known as faceless content.
If people use your service/product without knowing the creator, trust me, your service/product are really good because they only cares with results.
This is right here is the right answer, building personal branding does come with disadvantages such as losing privacy.
I'd 100% prefer to have business that actually offers value because it's a lot more resilient than product that got popular from personal branding but building successful business like this is tough.
Only do personal branding if we're ready to lose our privacy.