There's the "well known" you get after holding a big contest, and the even better known you get after you're prominently featured in indictments, the way Hushmail and Lavabit were.
They don't have nearly as many users to face that indictment at this point in time, which is why they can afford to pull this. Like I said, there are shortcomings in this, but if anything, that does attract more attention to OTR.
