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The body that is responsible for naming celestial objects is the International Astronomical Union (IAU). It has never been, and most likely never will be, in the business of allowing people to "officially" name stars for a price. The companies that sell you these star names, however official they make themselves sound, are not recognised by the IAU, nor will astronomers ever use the names from these "international registries". You will also probably find that you can buy the same star from completely different groups, which makes "officially" naming the stars a farce. Also, don't approach the IAU with a request to have a star named.
On the other hand, if you happen to be lucky enough to be one of the first three people to discover a new comet and notify the IAU quickly enough, it will be named after you (and up to two other people). Just make sure you do your homework first and that it isn't one that is already known! Similarly, if you find a new asteroid, there is a good chance that you will be invited to suggest a name for it - but the IAU has the final say. Once again though, if you think you've found something new, do your homework to check - there are thousands of asteroids out there!
This might all sound a bit "stuffy", but for my part I'm thankful for it. I'd gag at the thought of having to call Sirius "Rupert Murdoch" or something like that!
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Maybe you should put some shorts on or something, if you wanna keep fighting evil today.
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