Yes it can be, simply notify your broker or rep you wish for it to remain private. A 2.5% fee is added to the price.
When you look at your buyer panel for the name it should be clearly added so before you pay, read the text
Currently sedo escrow is private by default, other wise buyer/seller requested to make it public. also they are not charging anything extra other than regular 3% or minimum $50 escrow fee.
You are very wrong on this. It is public by default and private by request.