That's not, it seems at the moment, what that study said. It seems to say that areas of the brain responsible for self-representation seem to activate when people hear their own names:
> 3.4. Conclusions
> The findings of this simple paradigm are consistent with the findings in the literature. There is unique brain activation specific to one’s own name in relation to the names of others. In addition, the patterns of activation when hearing one’s own name relative to hearing the names of others are similar to the patterns reported when individuals make judgments about themselves and their personal qualities, and include the regions of the medial frontal cortex and superior temporal cortex near the temporo-parietal junction. These results will enable us to study young children and even infants’ responses to their own names in order to see when self representation first occurs.
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC1647299/
It may, of course, be true that people like to hear their own names. It seems rare for someone to go bankrupt gambling on how interested in themselves people can be. But just the same...