Earlier quoted context omitted.
I doubt it's a marketing exercise. There are people who really are trying to change things from inside. It takes time, and it takes a lot of small steps. Why don't you contact them and encourage them to use individual public names?
I would believe that more if there were a single White House petition that resulted in action. Even their SOPA petition response was pretty murky.
What is relevant is programs like this: http://www.whitehouse.gov/innovationfellows