Steve Berman is reserving the name to give the "appearance" of a real business. That is all. Next, he'll create a website for SIFTHOUSE to again give the "appearance" of buying a real business. Any investor who falls for these CEO shenanigans a second time only has themselves to blame.
Edit: ... and for the record, Steve Berman has not responded to any of my questions on Twitter re. SIFTHOUSE. What's he afraid of? Shareholders' will be fully informed... for a change!