As someone who's personal domain is my own name, I highly dislike this idea. It hosts my email identity and personal cloud, and would be a pain (and insult) to give up.
And I've had requests for it. Quite a lot of requests, even though it's not a very common name. What would follow, $100 moving to $1000, $1000 moving to $10000? Offer me $100k and I'll not give it up. For companies that own a trademark, this would also be an issue, because trademarks are not general, but product specific, see nissan.com
Too bad, the owner of Nissan Computers had to go through a lot of hardships[1], just because his family name happened to be the same as that of a crony capitalist.
Such stories make me sad, especially since there are extremely few who could empathize with those who suffered and even understand the problem faced by them. I really hope there are people in the US who would support Mr. Uzi Nissan.
And I've had requests for it. Quite a lot of requests, even though it's not a very common name. What would follow, $100 moving to $1000, $1000 moving to $10000? Offer me $100k and I'll not give it up. For companies that own a trademark, this would also be an issue, because trademarks are not general, but product specific, see nissan.com