His identity was sort of an open secret in the community, he was a whimsical creative brilliant madman that was very well known, people were curious. Check out Why's Poignant guide to Ruby for a glimpse and some foxes

there's a more or less unspeakable amount of money riding on businesses' ability to control the narrative around themselves. this applies to small businesses and big ones alike, and a service like this would be a target for corporations all over the world. a dox isn't a large lift.