In case involving use of plaintiff's image on Taster's Choice instant coffee label without plaintiff's consent, multi-million-dollar jury award of damages to plaintiff is reversed as: 1) unless a reasonable person in plaintiff's position had no meaningful ability to discover the publication, plaintiff must have filed a lawsuit within two years of when defendant first published his image or republished his image; 2) defendant knowingly used plaintiff's image without his consent; 3) Civil Code section 3344 applies to plaintiff even though he is not a celebrity; and 4) plaintiff failed to provide substantial evidence showing that the profit award was attributable to the use of his image.