"this thing" is things unexpectedly named after people. "Borders" is an English word not in very popular use as a name; "Borders Books and Music" sounds more like it's of a piece with something like "Encore Books" than, as it turns out actually to be, with "Barnes & Noble Booksellers". So it's unexpectedly named after people.
The thing that made it unexpected in my case is that “borders” is an English word and was not previously known to me as a name. I was surprised and amused when I learned it was an eponym. That puts it in the same category as the other examples on this site, at least from my perspective.