Are you suggesting that the only trade marks be totally made up words? That flies in the face of hundreds of years of tradition. People have been using their own names in their business and need to be able to keep others from unfairly trying to confuse customers.

If Roberts and Sons Cleaners is an established brand in a community, we would want a legal mechanism for that business to protect their brand - without having to change every business name to XYZZY, etc.