WHO THE F*CK IS?

I like the idea of those «who the f*ck is?» Cavalli or D&G » t-shirts. But I don't understand why they're doing it only for fashion. Now they could make so many other names and people would really don't know who they are. But I guess they don't do it because then even people who would smile at a «Who the f*ck is Noam Chomsky?» t-shirt wouldn't want to buy it anyway. I mean how do you impress your «nouveau riche» friends in Miami with that?