I mean, yes, it does make it more personal. And had they not done that, it would have been caught by JJ/Mimi.
But people who are willing to change their identities and hide their names are people that everyone needs to watch out for, no?
To play Devil's Advocate, new entities are created in many industries for a host of reasons. Two that I'm familiar with are food and real estate.
I think there are 2 tracks here: protecting people, and exposing him. Protecting people can be done in a way that doesn't include conjecture, and in a way that doesn't change what people have come to expect from DDMS (or expose you to lawsuits for libel). Exposing him can be done in a non-public forum.