Sorry, had to say something....
Waldemar, have a look at yourself, please. How is it a scam? Do people genuinely believe they have bought a star? Of course not. Can you buy a star? Of course not. Does this give you any ownership rights of a star? Of course not (he types, laughing out loud). They are not selling stars, they are naming stars. As most of the people on this thread have rightly stated, it's a gesture. My daughter named a star for my wife and I on our 25th wedding anniversary and it made me cry. A beautiful gesture that I will cherish forever and if we ever buy a (really, really, really) powerful telescope, we can have a look at it from time to time and smile. I will also smile at your take on it all.... you just have to get out more mate.