Help, I'm Trapped by a 800lbs Boulder, and I Can't Get Up!

Aron Ralston is apparently going to sue the website "Equipped to Survive" for using his name to sell a personal locater beacon. The website used the following as part of their selling job.

Your survival should not require you to amputate your own arm, as Aron Ralston was recently forced to do in order to escape being trapped by an 800-pound boulder. Nor should you have to make any other extraordinary sacrifice. While too late for Aron, come July 1, 2003, you will be able to purchase a pocket-sized emergency beacon that will alert authorities that you need to be rescued and also give them your location.

Now Aron Ralston has sent in his attack lawyers to make "Equipped to Survive" remove his name from the page.