Well... isn't that basically a legal scam? The names aren't official to the IAU, and barring a few outlying exceptions with planets (Bellerophon, Osiris, Zarmina) they don't give extrasolar objects proper names.

A friend of mine was sued over accidentally spilling coffee on a woman's purse and ruining some 'family heirlooms'. Suing over this would be trivial in today's litigious society.  

I would argue the IAU should in fact do the exact opposite:  they should embrace the idea and support the naming of stars in their own registry, for profit.  Since one of the major goals of the IAU is, in fact, to get the public more interested in astronomy--and the major goal of getting the public more interested in astronomy is, in fact, to secure more funding for the astronomers.  I liken this to the central DNS registry (managed by ICANN), where it is easier for everybody to remember galciv3.com than it is 74.204.71.223.  Except where this is different is that astronomers actually prefer the numbers over the names.  EXCEPT...that I would argue it is not just about the astronomers:  it is about the public, and getting the public more interested in it.   So I say the IAU should sell the names. 

What's interesting is, it so happens that Stardock is in a position to do just that:  to get the public more interested in astronomy.