I wonder how long it will take before the general public finally realises, "Hey, hang on a minute, this Nintendo company with a famous character named Bowser hired a guy named Bowser to be their total Nintendo of America president and then issued a ten million dollar lawsuit against a guy named Bowser who pirated their games. Maybe there's something discriminatory going here."
We already have a term for nepotism, but I'm starting to think there needs to be a term for brand-name-based hiring and firing - after all, I get the impression that I'd be much more likely to be hired by Nintendo if I changed my name to Ruto Icarus before going to the interview.