Well notice that you don't "buy the rights" in any sense, but sure, someone might buy "the first transatlantic flight", if it was sold by the pilot who flew it, much like Tim Berners-Lee sold an NFT to the WWW.
The key difference to naming a star, as always, is that the person selling this thing to you has a moral claim to it.
The key difference to naming a star, as always, is that the person selling this thing to you has a moral claim to it.