Donald Trump, the tycoon with interests that range from gambling to property development, television and even politics, has never been shy about plastering his name on everything he builds.
Seemingly, though, he wants also to reserve the right take his name down if the edifices in question cease reflecting whathe thinks it stands for.
That is at the heart of a lawsuit filed by Trump this week that aims to force the operators of two hotel casinos in Atlantic City, the Trump Plaza and the Trump Taj Mahal, to remove his name on the grounds that they have become shabbier than he can abide.
He is asking that it be excised also from the operator itself, Trump Entertainment Resorts. He has a small stake in the company but he hasn't controlled it for years.
The lawsuit is a curious reverse shuffle for Trump, whose arguably narcissistic need to adorn everything he builds recently got him a lashing from Chicago Mayor Rahm Emanuel, after 4m-tall letters spelling TRUMP appeared on the side of the newly built Trump International Hotel & Tower in the city centre. Emanuel raged that the sign was a blot and "architecturally tasteless".
"I want it off both of them," Trump said after his suit was filed. "I've been away from Atlantic City for many years. People think we operate [the company], and we don't. It's not us. It's not me."
