Taking no chances of brand confusion, Marvel Comics had trademarked the name Captain Marvel and applied it to a character of its own, an alien superhero who just so happened to be a military captain and go by the name Mar-Vell, which, one surmises, is like Joe Smith on his planet. When Mar-Vell succumbed to cancer, wouldnt you know it? He was so inspirational to the superhero community that six other Marvel characters (and counting) took the name, like a crowd of adults playing keep-away with a ten-year-old boys favorite ball. This essentially meant that not only could Captain Marvel not speak his mentors name, but he couldnt appear in a comic book title that used his own name. Those interested in the character's future like Jerry Ordway, author of The Power of Shazam, struggled under this restriction for decades.