> ... there are cases where in the transactions both parties really need to know who are we talking to.
This coming from a search company? What else do they have. A free email. You need two parties verifying each other via free email? What else. Ads. There's only a single party in Ads.
You are starting from the premise that Google is a search company. They are not. They are an advertising company.
The advertising company needs to know your real name as it is more attractive to clients to know they are dealing with a real person viewing their advertisements rather than a legend. The advertising company can charge more money and target advertisements better.
You are also working from the premise that you are one of the parties in the transaction. You are not. You are the product being sold.
I think based on the content of the linked article, it appears that he's talking about non-advertising situation, i.e credit card transactions or otherwise. From that perspective, it does however makes sense that "both parties know each other". However, I agree with the rest of your comment.
This coming from a search company? What else do they have. A free email. You need two parties verifying each other via free email? What else. Ads. There's only a single party in Ads.
What am I missing here?