Well . . . sure. It's a combination. Of course guitarists, though, are going to look at the guitars and say, "Wha? That's not a Gibson," unless they actually look like Gibsons. And non-guitarists won't just look at the guitar and say, "Oh, look, a Les Paul," but may very well recognize the name Gibson. They're obviously paying royalties for both, and using either would violate Gibson's trademarks without a licensing agreement.
My point was just that they weren't paying Gibson royalties to use Gibson's patented idea or technology.