but is it really necessary to name the owners of each place?
Arguably yes if you're trying to prevent it from happening again.
I guess it could be like the oscars where everybody is protesting/condemning but nobody will actually say who exactly they are condemning...
I'm surprised that col --which always seemed to be the promoter/defender of the chabad lite-- publicized it. I guess in this business it's clicks above all...
ETA: I'm not saying I necessarily agree with putting up all the names, but I do see an argument for it.