Uwingu has the right idea, but it still has no official status, as your article explains. It's just another star registry like the ones in the back of magazines. We need the IAU itself, or some organization(s) it deputizes, to issue and manage the official names. Because IAU has traditionally named the important objects and features, it has to coordinate with whoever would be issuing the auctioned names.
One indicator of a need for auctioned names is that the IAU naming committee is that with today's proliferation of objects, they're running out of ideas. We're getting Inca gods so obscure that nobody has ever heard of them, so who is being honored, exactly? I would feel better knowing that Suge Knight had dropped significant coin to have the next KBO named after himself. And what in hell is "Sedna"? Are we down to Arizona Map Typos now?