I don't think they should be forced to change their name, but perhaps they could have an additional "tag" below their name showing they are commercial resellers of some sort.
Furthermore, I know there is a section specifically for nucs etc for sale, but I think that for some operators, it might be more beneficial to have a "sponsor" or "commercial" (with an appropriate contribution if required) section where professional sellers can advertise. This has the dual benefit of having a specific part of the site cordoned off for them, but also means that those who oppose having the forum littered with ads or worse, attempted ads, can avoid the commercial section if they so wish.
You will always have people complaining about blatant advertising, (although it seems impossible to load any page on the web nowadays without seeing some form of advertising), and you will always have one post wonders selling their wares.
There is also a problem with where the dividing line lies between a hobbyist who sells the odd nuc, queen, etc, and an individual or company who sells them in some considerable volume.
If you factor in the possibility that the same person may be in the first camp this year, and in the second camp next year, and admin has to step in to ask them to take on the "commercial" mantle, then there is going to be much gnashing of teeth and I really don't envy your job... been there, done that.
Admin, you get contributions which help defray the cost of running the site every month, why not offer the commercials the option of paying to be in the business section, with further options for a banner ONLY in that section etc.
I for one would welcome a section where I could see different sections for M*B, T***, Mai**** , etc etc, where you can look for announcements, sale dates, special offers etc, and also tick a box choosing to receive pms from them when relevant.
Let's face it, everyone talks about the sales, the best price they can get for equipment, etc etc, so a section where the big boys competed for your business could only improve the pricing we are all keen to get.
I realise a lot of people on here don't want the forum "sullied" by ads, but in everyday life, advertising is here to stay, so why not create a section for it, which you can CHOOSE to visit or not - anyone advertising on any other part of the forum gets banned, end of.