I have a question that why people scare to show their identity if they are doing legal? Why people do not use real identity??? It makes here a more trustable market!!
Because if you became really successful, anonymity can save you lot of troubles.
Sure, there are some ppl who needs to flaunt their success, but then they have to deal with annoying spammers, beggars etc.
personally, if I would ever be a millionaire, I'd be much happier when nobody knows. But this depends on personality.