If they want customers who are simpletons and will trust them without question then there may be a reason for that.
The first thing I do when looking at an outfit is to do a whois to see if they are cloaked then check the 'about us' part of their website to see if they use an apparent foreign shell company and if anyone will use their real name. Bitstamp seems to come up short on both these tests.
We say: "What's good for the goose is good for the gander."
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I expected to have to give Coinbase my identity docs, but felt a bit better about doing so since the principles have used their real names. As it happens, I can buy and sell BTC without even giving up such docs. Better yet, I get a uniformly better price for BTC sales on Coinbase than I would at Bitstamp, and it's vastly more simple, fast, and convenient. If they had been more clear about their capabilities, I'd have become a customer much sooner.