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I don't think its about disparaging. Imagine that we have the technology to animate John Lennon endorsing a particular brand of, say, laundry detergent. Is that right? I don't know, but I know that we aren't that far off, given the tupac hologram. If Yoko has anything to say about it, I'm sure John won't be peddling garbage to consumers. But on the other hand, what defines property in many ways is the right and ability to alienate. One certainly can license one's image in some cases for some purposes, but one certainly can't outright sell it, as one cannot entirely disposes one's own image, being inextricably linked to it and all. Anyway it's a tough debate. My gut says bad idea, but I can see both sides.