Fake sellers with multiple accounts can dominate the market for certain products, by manipulating search and browse and sales ranking, cutting out legitimate sellers who play by the rules.
It is also difficult for new sellers to enter Amazon's market, because of the algorithm's suspicious eye. If a name or address is one number or letter off, the seller can be put into perpetual verification review.
Amazon is constantly suspect of sellers attempting to create multiple accounts, or use virtual addresses. This step toward transparency will help.
Giving the seller a face to the customer will help to keep fraudulent sellers in check, and this will benefit all honest third-party sellers in the long-run.