I don't think you can have similar names if the intent is to cash in on the sound of one name to draw business. Deluxe Cleaners and Deluxe Auto repair aren't cashing in on each other's popularity or name. They both cash in on the name Deluxe. The bottom line is he made the name as a parity of Microsoft. Clever, but both he and Microsoft are in the same arena. He's not doing Mike Rowe Soft auto repair. Designing web pages and what MS does probably falls in the same area. I think MS has a case though its extremely petty. Then again, I could make products called SAMS4D and sell them and I'm sure SAMS3D wouldn't get at all upset now would she :)