I think the honoring of the Copyright has to do with the entity and
trademark. In other words, if you are a McDonald and wanted to open a
hamburger stand, you could name it McDonalds Burger Barn or some thing like
that with no problem, but if you try to just call it McDonalds and put
golden arches over the place, and have a red haired clown on your sign, you
may be in for a battle.
This of course is just my humble opinion, but I think INTENT or apparent
intent is a big issue. If it looks like you're trying to make money on
someone else's tradmark (or a simile thereof), you're in deep water.