Why all the cloak and dagger?
For me it is really off putting and makes me immediately wonder whether the site/business is legitimate and just as importantly - whether the site owner is ashamed of the product(s) they are selling. If a website owner feels that they have to hide all of their contact details then I start to wonder what they have to hide. On all of my websites I provide my name, address and a contact point (either an email or my helpdesk).
I can't think of any good reason why a business owner would want to hide their details. I don't think 'privacy' is a legitimate reason - and I'm sure anyone who has run an offline business would agree. The mere thought of trying to hide your contact details or your name ... well it wouldn't be possible even if you wanted to. Offline business are governed by business and taxation laws and hiding your identity is severely frowned upon!
Anyway, I guess what I'm saying is that I can understand that we all may have been a bit paranoid when the big ol' internet was young but these days I think our customers should be allowed to know who we are and as time goes by I think more and more potential customers will be looking for the re-assurance that the site they are purchasing from has some real people behind it.
Not promoting right now