Good luck paging Robert Craft at a department store. In 1997 Craft legally changed his name to Jack Ass as part of a movement to raise awareness about drunk driving. When MTV's popular TV series by the same name debuted three years later, Mr. Ass lived up to his moniker, suing Viacom for $10 million in damages for plagiarism and defamation. His claim: that the crude, stunt-based show damaged his, well, good name. The show's stars no strangers to stupidity themselves were unperturbed. "I can't wait to get served the papers. What could be more American than just suing the living s___ out of someone for no reason at all?" said Johnny Knoxville. The case was eventually dismissed.