And we didn't know his name (Sebastian Shaw) until we went to the theater or saw the movie on home video. The producers' nod to Star Wars fans wasn't fairly common knowledge for some time and still isn't recognized in some circles.
Sebastian Shaw is the name of a very prominent X-Men villain in the comics. He's the leader of the Hellfire Club and a mutant. John Byrne based his appearance on that Robert Shaw and that's the origin of the name.