Why do right-wing figures name their companies after Lord of the Rings?

It's California ideology kookiness. Rich people who got shit-tons of money by standing in the right place at the right time can't explain themselves by any philosophy but they think they're super smart, which demands a philosophy, so they appropriate fantasies supplied by their media habits and among each other act out fetish, where at their lingering post-adolescent phase of ego development and rarified privilege it seems cool to signal and echo these fantasies. This has a tertiary effect of filtering out those who do not enjoy their privilege and blocking any awareness of the struggles of a larger, deeper world which awareness would disturb their sense of entitlement.