What was happening in this story was that Scott Alexander was demanding everyone else's assistance in maintaining his pseudonym and pretending the real identity behind it was unknowable. That's a reasonable request to make in a community of peers (it's why I'll keep using "Alexander" on HN, for instance). It is not remotely a reasonable demand to make of strangers, let alone journalists.
This is another instance of message board thought seeping into the real world, and it's always alarming to me to see that, because while message board thought is fun, it's also deeply weird and dysfunctional.