Ben:
They don't do it because the financial incentives are in favor of using the known name. Tom Fazio is retired, but a club like Monterey Peninsula CC still paid him to put his name on the work of his former associates, and Tim Jackson and David Kahn were happy to play along, because otherwise they might not have gotten the commission.
The only difference with Concord is that I was too principled (or too stupid) to charge them extra for that - or else, they did think they paid a premium and I let Brian keep most of it.