sells shirts and merchandise with your name on it
your pictures everywhere
profit on advertising under your name
at some point you can draw the line and say that person can do something about it, at the very least to have all your name and advertising related events disassociated from the site if negotiation breaks up. if ron paul doesn't like it, that website can start to sell coffee cups instead of ron paul shirts with his pictures on it and it would make perfect sense.
saying other people have the name ron paul as well doesn't work. the site is clearly about -the- ron paul, that's what courts are for, to sort out bull shit claims