Is Blawg Anonymous or Not?

I came across this fairly interesting legal blog, Domain Name Shame, that tracks WIPO arbitration decisions in domain name cases. The posts are straightforward in their synopses of the cases and devoid of comments that anyone would consider highly critical or inflammatory. Yet the blog is published “anonymously,” with no identification of the lawyers or law firm who write it. This confuses me because, given the absence of any obvious reason for anonymity, this firm appears to be missing out on an opportunity to promote itself.

Even stranger is that the firm has not fully masked its identity. A quick whois search shows the blog’s domain name is owned by a Garden City, N.Y., law firm, Moritt Hock Hamroff & Horowitz, and that IP partner Alan S. Hock is the contact. As far as I could detect, nowhere on the firm’s site is there any mention of this blog, just as the blog never mentions the firm. The blog is listed by the ABA Journal as anonymous and by LexMonitor as written by “Tucker Carlson.”

It all leaves me wondering whether this is a half-hearted but sincere attempt at anonymity or a missed opportunity for marketing a practice area. If the former, I suggest the firm give it up. Anonymity works when its fueled by controversy. This blog lacks that kind of controversy. But it does have worthwhile, substantive content that speaks well of the firm, if only it would be upfront about its identity.