But as the name 'Stone Cold Steve Austin' is a WWE trademark - would he just be ''Steve''? 
One of the smartest things Mcmahon ever did was owning all the rights to each wrestler he signs. If you wont give everything to him, you don't get a contract. I remember many years ago when Ax of Demolition wanted to do independent shows using the character, he couldn't do it. He had to create a slight variation of it.
Mcmahon owns the past, present, and future of wrestling.