A galaxy-sized naming scam

There's a company called International Star Registry. For a few dollars, they let you name a star after your mom, girl friend, boss, child or ex-flame. They'll even gift you a certificate for your efforts. The International Astronomical Union has deplored this as a despicable 'act of commercial trickery'. Wikipedia gives us a neat lowdown on ISR here. The success of ISR has probably emboldened others to widen their canvas. A new site now promises to let you name galaxies for free. Wonder what's the catch there.