The ones exposing him may have different priorities and motives. It was probably the news and attention that they sought, they may not be even JGV consumers.
I remember there was a pretty interesting elaborate discussion in this same thread (or was it in the other JAV actors thread?) about different parties competing on exposing all the dirty secrets of celebrities and other types of famous public figures, which is pretty much how it works in the world of celebrity gossips and news everywhere (I'm a bit lazy to backtrack tho, lol). They all get paid obviously.
I think the general idea is that the closest people around them irl aren't supposedly the demographic target of gay porn industry, hence some would even be brave enough to expose their full face, thinking that having multiple stage names may be enough to back it up. Lol. Perhaps if this was like 2 decades ago where porns are mostly in DVD format, but in the age of internet? There's always a risk

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The thing is, there are many more cases like this than one can think of, lol. Different people have different reasons of why they do AV works. Some may just be broke. Others may need money in order to fulfill their wants/needs and will opt to quit once they're done. We can see a lot of examples in many exposed sport athletes (i.e. Kandai Terashima, Matsuda Riku, etc.), singers (i.e. Lio Kobayashi, etc.), physique competitors & body builders (i.e. Yuki Sorci, etc.). In some cases, they aren't necessarily public figures at all, but once their AV works got exposed to people who know them personally, they'll disappear along with their gvdb page.