The problem, Hara, is that there will likely be a lot of people who won't understand how new display names work, for various reasons (they may be new, they may not pay attention to what is going on with LL or they may not speak great English and just not understand the explanations). For store owners, it only takes ONE person to abuse the system once to potentially destroy relationships with prospective clients/customers. You can easily say "okay, but that's one person." Except... that one person knows people. Those people know people. I've seen how easily BS rumors spread in SL.
So yes, as a store owner I am concerned about the ways that display names can be abused. Just because it's easy to find out who someone REALLY is does not mean people will know to do that or bother to do that. Plenty of people jump to irrational assumptions when there are perfectly good reasons not to, so there's nothing to stop them from jumping to conclusions if they see someone with my name over their head doing destructive things.
While it may be true that when it comes to official reports, LL will know - without a doubt - who the actual abuser is, that doesn't necessarily prevent griefing and abuse that will still have a negative impact on business owners in SL. Or just on the average SL user, frankly.
Hopefully, there won't be too much of this type of abuse, but I've seen enough ridiculous griefing that I am skeptical at best and concerned at worst.
I don't hate LL or SL (and I'm not claiming your comments were specifically aimed at me, I'm just clarifying my positions moving forward). I love SL, despite the problems (of which there are plenty). And yes, because I've spent a lot of money in SL and invested a lot of time, I would like to see some of those problems resolved. I don't necessarily think display names was the best use of time or resources, but it's done... let's hope it doesn't cause a lot of trouble, and move forward to the next thing (like making V2 more user friendly and incoporporating some of the TPV features that I love like GTH or the easily accessible enviornmental controls) or working on increasing groups (which I know LL said is going to happen later this year) - which is something that for me will have a lot of value. Others may feel about the increased group numbers how I do about display names (they don't do squat for me), but because I own land, own two businesses and participate in a lot of hunts as a vendor, I am always up against that 25 group limit. So yes, this is something I am very excited about and can't wait to have implemented. It's also something I know a lot of people have wanted for a long time, so it shows that LL does listen to requests and user needs, even if some people might like to feel otherwise.
The reality is that SL will NEVER be "perfect" or without technical issues or the issues that arise because there are humans behind (nearly) every avatar. Humans are deeply flawed and sadly often suck (griefers who have nothing better to do than cause trouble for people they often don't even know being an example of human suckage). So, anyone who wants "perfect" will always be dissatisfied.