Too bad few people under 40 even know who Ben Hogan was. Fundamentally, that's why the reincarnation of the Byron Nelson, Gene Sarazen, Walter Hagen, etc. brands end up not resonating this day and age with consumers.
That may be part of it, but I think it's mainly the disconnect to the original brand that occurs when it passes through the magical "licensing" window. By the time a company name is being licensed, that company is long gone and there is essentially no connection to the original left. I'm not under 40, but my thought is if someone has a good idea for a business, come up with your own name and put that licensing fee into R&D.
Hopefully they'll offer something interesting and innovative and find their audience.