This seems to be a tempest in a teapot. This kind of Internet Marketing has been going on for years and is considered widely as "SOP." Companies the world over routinely embed all sorts of searchable terms in their websites.
As far as ethics go, I think the trademark laws are fairly clear. If I am searching for David Copperfield, and in my search results, a link to Australian magician Tim Ellis pops up, am I going to be confused and think, "Oh, I guess in Australia, David Copperfield goes by the name Tim Ellis!"? In other words, am I going to confuse Tim Ellis with David Copperfield? The answer is, "no." There's no brand confusion, and certainly no harm done to David Copperfield's name or brand - we're talking an internet search here.
Now, the CONTENT of the wesbite is another matter.
The content of Tim's Website is certainly specific and cannot be confused for anyone else. And if someone is searching for David Copperfield, a magical entertainer, I don't blame magician's everywhere for wanting their name associated with that search. (I'd like to hear from the Dickens' estate on this as well.)
There are entire job titles that do little more than think up embeddable names to put into websites so search engines find them and offer them up in prime positions.
So, I wouldn't get your panties in a bunch about embedding searcheable terms in a website. It's the CONTENT of the site that truly matters, and in this case, Tim's site is clean.