You know, back in the early '60s, the widow of Al Capone successfully sued the producers of the TV series "The Untouchables" for using her late husband's name and likeness for profit without permission. It seems that there are definite rules about that sort of thing.
The use of Crazy Horse's name to advertise products seems to me to be much the same sort of thing- the unauthorized use of a person's identity for profit.
Perhaps the same kind of legal challenge could be used to get Claiborne to stop.
Any lawyers out there know anything about these issues?
The descendants are waging a legal battle.