You don't currently need to reveal your identity to customers when doing business online, but complete anonymity is something else altogether. I might not know

You don't currently need to reveal your identity to customers when doing business online, but complete anonymity is something else altogether. I might not know the full name and address of the store clerk, but his employer certainly does. That clerk is representing his business and should be held accountable to business for anything he does. If I have I bad experience purchasing from that store, it doesn't matter to me that it was a bad clerk - it's Local Towel Sales, Inc. that's not going to get my business in the future. I also as a customer don't need to know that "Sally Smith" owns the corner store, but the owner of the lot that she's renting out for her storefront certainly does. If she's running her business in such a way that it affects the value of the property or will result in legal action, she needs to be held accountable to someone. It works exactly the same online. When I buy a product that Online Towel Sales, Inc. posted to eBay, I don't care about who posted the product online or packed it up and shipped it, I only care that it came from Online Towel Sales, Inc. and will choose whether or not to do business again with them based on that experience. Likewise, if the owner of Online Towel Sales is using eBay to peddle illegal counterfeit towels or something, eBay needs to know who to hold accountable because they have a vested interest in not having their website associated with illegal activity. I'm not going to come back to eBay if it gets a reputation for being a criminal safehaven.