Not to defend the stupidity of this (Cause it's incredibly stupid) but by using the Bongiovi spelling, this is by definition anyway, not using the Bon Jovi brand name. My guess would have to be that someone in the family not directly employed/associated with the band in a business sense. Let's face it, if Jon/the band wanted to release Bon Jovi brand pasta sauce, they would, judging by the other crap they stick the name on.