It confused me a bit when I first saw it until I re-read the instructions. The matchbook is a matching contest. You not only have to ID the celebrity correctly, the celeb has to be one of the names listed in order to win. Which makes perfect sense--if all you had to do to win was to ID the famous guy shown the company would have had to give away hundreds, if not thousands, of hats. By requiring that the image match the preprinted list they could restrict the number of winners. The Dempsey I picked up doesn't list him either.
As far as the image, there is no question on it--look at page 11 of the current Standard Catalog and you will see the exact same image of King Carl on the exemplar card heading the Adam Hats listing.
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