On that note... Why can't customers cancel a chargeback as easily as they can create one? The whole system is a UX nightmare for all parties involved.
Instead of Bob's Bagel Company, it's 1132 Fifth LLC, and only after a bunch of googling do you happen to hit upon a corporate database and discover the LLC is for a restaurant.
Merchants shouldn't even be allowed to set this field. It should be set by their merchant bank, and the bank should require that the name on a reader at a business location match the common name of the business, followed by their address or store number if it's a chain, and zipcode. Ideally the business phone number as well. Or there should be a merchant ID, cross-referenceable against a publicly database maintained by credit card companies.
Still will cost money though, particularly those paying EDI/VAN data-rates.