Though, he really does post a lot of personal and identifying information on his blog--literally any motivated party could find his name very easily. I thought "maybe he doesn't want his real name to link to his blog if a patient googles it"--but, it already does that. In fact, it's a suggested search in google!
Ultimately though, in some respect, I do think Scott's trying to have his cake and eat it too a bit here. I think when he starts trying to influence certain events in the real world; eg. like his Signal Boosting for Hsu to give an example within the last week, where he takes umbrage against the Grad student organization at MSU to drum up support in defense of Prof. Hsu--whether or not you agree with Hsu or you agree with the graduate students at MSU, Scott is decidedly an outsider attempting to exert his influence. People have mentioned that these sorts of actions legitimize the "fair play" of the NYT revealing his real identity, and I'm having a hard time finding umbrage with that statement.
I don't think the NYT should post his full name but I also do think Scott has been playing fast and loose; both with revelatory facts about his identity and by putting himself in situations where there are legitimate reasons for blog-outsiders to inquire about his real identity. Hopefully there will be an amicable end to this conflict.