I totally understand the downsides to naming a river and empathize completely. But then, I think of all the times I have ever traveled anywhere to fish and been grateful for shop employees and owners, guides, and fellow anglers for pointing me to productive waters. I have read books and magazines about destinations and used that information unashamedly. I suspect I'm not alone. I also keep in mind that "my" personal, special spot isn't really mine. I was sure as shootin' not the first guy to fish it, nor will I be the last. I think John Gierach wrote something about how you can divide anglers into two camps; all the wise men and heroes who were doing it before you, and all the jerks who came along after you. So, I can't howl in protest too terribly loudly when somebody names names.
I think I have come to the conclusion that we all just need to be good citizens and role models wherever and whenever we fish - practice proper etiquette, handle fish with care, keep the stream banks clean, that sort of thing. Establish a new and higher norm by example. If everyone did that, we wouldn't have to worry too much about what other anglers might do if they hear about that special spot. With any luck, they'd treat it the same way you or I would. Of course, I know that's not especially realistic, but I also know that we can change the cultural attitudes and behaviors associated with our sport. Just consider the whole catch and release ethic - virtually unheard of 50 years ago, practiced widely today.
Publicity and mass communication aren't going away, nor are they anything new. My grandpa used to grumble about the destination articles in Field & Stream magazine in the 1940's. But maybe, we can do something to encourage the spread of good behavior just as widely.
"It don't mean a thing if it ain't got that swing"
- Duke Ellington