So they don't care about privacy of their users financial transactions, and don't mind letting the Litecoin users reveal their exact identity on the inter web?
As I've brought it up and this seems to be a common misunderstanding: The world wide web aka "the web" (meaning actual web sites) does not equal "the internet" but is actually a service built on top of the internet which is merely a medium rather than something that you can interact with. Any cryptocurrency is not built on top of "the web" but on top of the internet. So it actually co-exists independently from the web and thus you can't reveal your identity on "the web" via any kind of coin.
This might seem like splitting hairs but I really can't help it right now. I find it frustrating that even people here know so little about the beauty of a system like the internet. Yes, I'm a geek.

An astoundingly important point hartvercoint has highlighted. The WWW was named a web because of Timothy Berners-Lee's very clever original concept of any HTML page being directly addressable. It in effect created a "web" of pages that could all be linked together. (Unfortunately developments like Facebook and Apple iTunes have sullied that clear architecture and built their own sections of the WWW that are closed off and don't follow the rules of pages being directly addressable; but that's a whole other story).
The "Internet" (note capital "I", the officially correct way of writing it) is a vastly bigger concept than the "web" and involves the TCP/IP protocol as its base that services are then built on, the WWW being just one of them.