You violate the terms of their service when you use a fake name. If you don't want to use your real information, pay $1000 for a full sequencing. Their rates are lower because they're able to subsidize consumers with selling aggregate information to drug companies for rapid drug prototyping and development.
EDIT: I am astounded by the entitlement complex exhibited in the replies to this. You don't have to agree to their terms, but don't use the service if you don't. Especially don't be infuriated that they're not holding up their end of the bargain (supposedly not destroying samples) when you flatly decided not to as well (fake name). I don't understand why that is a difficult concept to accept.
EDIT: I am astounded by the entitlement complex exhibited in the replies to this. You don't have to agree to their terms, but don't use the service if you don't. Especially don't be infuriated that they're not holding up their end of the bargain (supposedly not destroying samples) when you flatly decided not to as well (fake name). I don't understand why that is a difficult concept to accept.