Isn't one idea behind Bitcoin anonymity? Then I would blow my identity when I pay in a pub right?
You can build anonymity on top of it by using throw away accounts, but it's not an inherent part of the system.
See https://en.bitcoin.it/wiki/Anonymity for more informations
The problem with classical currency is that anyone can spoof anyone else and the system inherently cannot prevent this. Fraud correction is a painstaking manual/organic process involving customer service, account IDs, and headache.