Atari BANKRUPTCY

Oh to be honest I don't think it's a good idea for them to buy it, I doubt they'd get any return on investment off of it. But if they do buy it, the power of the name is the reason.

Also the whole point with the name "Mario" I mentioned is because it's an established name, like total annihilation. Instead of just having a cool sounding title, suddenly people have all these ideas and connections and added interest. Buying an existing name is good because you buy some of the people who think that name is worth something. Having a new name requires you to get people invested anew.