You know, I've never asked him. But, if I recall correctly, his unauthorized biographies said something about him getting the name while working at SHIELD.

You're representing an asshole right now? [God, he really had so much on his plate lately.] No, but a big name brings attention and if the firm becomes popular that might help with the loan? [She waited.] I don't know, Matt. That's my guess. I've never had to ask for a loan myself.

Hey, you said something about representing lawyers that also run over rooftops! I thought you were now going after a very specific demographic of clients now.