If branding is so dumb, why do so many people specifically request Coca Cola and Pepsi rather than just cola? Why do many people buy the next Apple product? Seek a particular brand of car? Etc. Etc.
Rest his soul refers to rest, as in sabbath rest, I believe. The hope is that soul enters sabbath rest, rather than the unrest of being apart from God.
There was a time, long ago, when this was funny. Today, it’s not. Squatters don’t necessarily move out, but they expect someone else to make repairs.