Josh compared to a Serial Killer
Josh keeps is identity unnoticed on the webpage out of fear. However, betagold bring s up the point that everyone thats does something mischievous, deep down wants to get caught. Although Josh is not a serial killer, but many of them follow certain patterns as did Josh. Patterns that eventually lead to their downfall.
I think he enjoyed the amount of press he was receiving. Like a SK, the more they see themselves in the limelight, the more attention they want, the more they act upon things. He keeps the site running either do this theory or he actually wants to help change the world and make it a better place.