It's Not Cosmetic
After Afghanistan and Iron Man, SHIELD gave Tony a choice. He could out himself as Iron Man, or claim it was a bodyguard, and hide his face from the world.
Agent Agent never said anything, but Tony had hacked SHIELD's servers and knew they wanted him to go the bodyguard route. Yes to Iron Man and no to Tony Stark, and all that.
That, as well as keeping Pepper safe, made him go with the bodyguard cover, and flimsy as he thought it was, no one questioned it.
Of course, why would they? Tony Stark was no superhero.
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Although, it's less easy to keep a secret identity with a bunch of superheroes and spies living in your house.
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Now being translated into Russian!