Political Weirdos

the proprietor’s full name on the big sign out front. His name was Kermit K. Kistler.

That's a very intentional choice. Most small businesses in small towns get named "[lastname]'s [type of business]" and I can't think of any small businesses around me the specify the first name of who it is, even when its a family with lots of entrepreneurs and you see that family name on like 4 different businesses in town. Like your family name is a source of reputation in these small towns so when you're starting out it's better to use just the family name because everyone knows a [lastname] and sure the business is actually owned by their cousin but at least you know someone related to it so you know they'll do good work