I am not a lawyer (duh), but I was under the impression that people were allowed to use their own names, and someone else having a trademark was not sufficient to prevent that. That is, if my name was "John McDonald", then I would be allowed to open a restaurant named "McDonald's" and Ronald and crew couldn't do a damn thing about it. Apparently, however, it doesn't work like that in Los Angeles. There, big-money automakers are allowed to actually own an entire family name, and the other members of the family can go pound sand.