With a name, you can use it to start looking for all sorts of other information.

As a "potential employee" I think that additional information is critical to convincing me of the stability of the company. If I think they're going to be around long enough to pay the cheques etc...

I know that many companies don't post their name, but from the point of view of someone who's been looking around - I think it's critical for me to be sold on the product & culture of the company.

Irrelevant at the end of the day though ... if they don't want to publish their name, it's likely that it's not a good fit for people who care about knowing the name.

(I know that's such a circular definition that it's almost useless - but - in my head it makes a lot of sense)

:)