He is literally the primary person at the latest Apple event to introduce Liquid Glass, his face and name is on Apple's promotional material. If he wants to live a secluded life where his name is not referenced maybe he should not agree to blast it to millions of people and star in video interviews.
Source: https://www.youtube.com/watch?v=jGztGfRujSE (Apple promo) and https://www.youtube.com/watch?v=Z73NELDwyhQ (iJustine interview)