I'm pretty sure the Osama ad on the Jordan had nothing to do with the Bin Ladens. They had as huge construction company in Saudi Arabia of which Osama benefited hugely, but he was very much an odd one out in the family and went the religious extremist route (helped by oodles of family cash) rather than work in the Bin Laden Corporation. His name wouldn't have featured anyway even if it was them. It does have connotations these days, a bit like the name Adolf!