I don't think someone will spot him in public and identify him based on the picture alone. Perhaps after hearing the voice also, they may be suspicious enough to place a tip. Otherwise, I think the hope is that someone is close enough and willing to identify him.
I agree that the jacket could very well be hiding things. Speculation is that there is a gun and possibly other items.
I think he was there looking for a female or females and I have started to lean in the direction that he was looking for at least one of these girls.
What do you think he was looking for?
The above is my opinion only.
I agree it will be hard to identify him from the photo even if you sort of know him. And I think it will take someone who knows him a bit to identify him because I think his clan, those close to him won't. So LE needs to release some other basic descriptive information. Height, they should be able to see the color of his mustache and goatee, they should know if he's wearing a biker gang t shirt with a skull. We can all see he's got a gun under his jacket, some experts can probably tell what caliber, maybe even what model, not that it would be part of a public description. Does he have shorter brown hair or are we not seeing his hair. I've seen them produce drawings that have various hair, to help identify him if he has shaved his head or bleached his hair or wears a pony tail. All to trigger recognition.
I sort of hope they do not release a fuller description because I prefer to think they already have the tip to his identity and they just haven't finished investigating him.