It&#x27;s a smart business move, regardless of his reasons.  If he were to sue, there wouldn&#x27;t be a Bill Murray trend to write about in the Times.<p>The analogy to Che Guevara seems right.  The image has taken on a life of its own, independent of the man.  Che&#x27;s image in the U.S. seems to represent a blank slate revolutionary.<p>A counter-analogy is MLK.  Why are there so many Che shirts but no MLK shirts?  In part because the King family will sue you for any use of his image or words without a subsequent payday.  This has prevented MLK from being the omnipresent cultural presence he should be.