.Name Domains

I am pretty confused with the .name TLD... Basically, your meant to have: firstname.surname.name. I have tried to register something.name but it doesn't allow me. This is quite understandable but I have seen a few websites, only one I can remember ( http://legend.name ) that have a something.name domain.

Does anyone know how they are able to register a .Name domain like that? I sure don't .

~ Joe