There's a significant difference that some of you have been missing here. Both Airbus and Boeing will only add orders to the books when a firm contract has been signed.
Announcing an order (e.g. in Boeing's case ANA's) and adding it to the books are two totally different things. Basically ANA and Boeing were announcing that ANA had selected the 7E7 and would buy 50. They haven't signed a contract yet - ANA haven't even decided how many of which models they want yet. Once the firm contract is signed, the order will appear on Boeing's sales and deliveries web site (and undoubtedly a new press release will be issued).
Both Airbus and Boeing do this - it's perfectly normal, there's nothing underhanded or sneaky either way. It's good PR
to be able to make two announcements - first "Airline X has selected the Oki-Koki 2000 for it's long-haul fleet", second (some time later) "Airline X signs for 25 firm and 15 options of the Oki-Koki 2000-700D/F).
Neither Airbus nor Boeing is going to miss the chance to get their and their customer's names in the news. I don't think either is better or worse (depending on your viewpoint) than the other.
In the case of "unidentified customer", again both Airbus and Boeing do this. This is almost 100% down to the customer not wanting the order announced yet (for whatever reason). The manufacturer will show the order (assuming contracts have been signed), but won't say who the buyer is until the buyer says it's OK
(maybe they never will).
Time flies like an arrow. Fruit flies like a banana!