Those individuals made a choice. They decided to engage in interstate commerce, without the overhead expenses of an LLC, office space, etc. They reaped the rewards in larger profits, than their competitors who chose to operate differently. Now they want to complain that it is unfair, that they just found out that entities (either person, or company) information must be disclosed to the public. Their is a reason so many other people forked over the money to file an LLC and pay for office and warehouse space.
In my opinion it is like the guy who makes $100,000.00 per year, and always makes a profit even though he can undercut the competition by 15% to 30%, complaining that the IRS says he should have been filing taxes and owes back taxes.