He has to prove ownership of the copyrights before his is granted them and I believe that there is proof from way back on who designed the logo and the original creator of the MAME program. Now what he should be doing (and eBay) is finding these systems that have the ROMs bundled. I have seen a ton of emulation disks for sale on eBay which I thought was illegal. If he wants to fight emulation, he should be getting the companies behind him to do it. I highly doubt he will be awarded the copyrights on MAME and honestly I believe them trying to do this will hurt his company even more.
Corey