"...anyone could use anyone else's name or likeness to sell anything." So what, why does it matter as long as the person is dead and there's no deception or pr

"...anyone could use anyone else's name or likeness to sell anything." So what, why does it matter as long as the person is dead and there's no deception or pretense that they are directly associated with or are related to the said famous person? Essentially, the situation exists now, every newborn John Brown has appropriated the name of someone who's already died (and as we know at least one person with that name is already famous). BTW, Einstein isn't that an uncommon name, I've even met a person with that name who wasn't related to the physicist.