Tone King, to me, sounds too pretentious... Tone is very personal, so indicating superiority in that department could be construed as a bit top heavy.
I like King Guitar, really like it.
And ODDLY ENOUGH - a friend of mine in NC JUST renamed his email handle "toneking@..." and he's a boutique amp/guitar collector, so to keep things nice and simple AND to add to it the King Guitar just SOUNDS better, go with that latter of the two