You seem to be talking about registered businesses, while ICANN is targeting all commercial activity, which is much wider.

Why should I be required to publish my home address just because I run ads on my website? If I sell ebooks and someone wants to dispute their purchase they're free to do a chargeback on their card if I run off with their money.

Whatever stupid requirements ICANN introduces, the real scammers will easily bypass them while legitimate sellers will be robbed of their privacy.