Why would a successful business do something like that. "We have brand recognition but we have chosen to use a name nobody knows to sell products we aren't allowed to sell on these platforms"

Sounds like a bad excuse to me. However you claim to have this proof but don't want to share it so I am just going to assume it isn't there. I know the dealer agreement having signed it I know from talking with my Shimano reps as well they will back up that Shimano does not allow third party sales. You have the claim that Performance Bike, a business that has been around since 1981 has decided to forgo their well known name for something different to sell on ebay becuase...??? When AMain bought them out they didn't get rid of the name why because it has a lot of brand recognition it would be silly to change that.

Remember when iHOP tried to change to iHOB and it didn't work out so well for them...people recognize brand names hence why some people call disposable tissues Kleenex or a copy, a Xerox it would be pretty silly of a company to change their name to sell somewhere unless they are selling in another country that has an established business by the same name but that is not the case here. If I were Performance Bicycle I would use and capitalize on that name and recognition heavily because that is about all I have these days since all of my retail locations have closed.