I wonder what would happen if I were to set up a repair shop named "Louis Rossman Apple Repairs"? He's spent a significant amount of effort building a specific image and brand to drive his business - I'm sure he wouldn't be happy to see someone hijack it. There would be no end to his lawsuits, writing and calling government agencies to report me, demanding seizures and prosecution, cease and desist letters, lawyering, raising a media stink about it, etc. Rightly so.