You can be sued for TRYING to make a profit - but never receiving $1 ? How was Lowe's negatively affected by him making zero money? He didn't steal business. He didn't do business as them. What sort of damages could they ever sue for? I can see them sueing for the name, but that's about it.
Now if money was being made, and the content on the page was very similar to the business Lowe's Hardware conducts - there's trouble ahead. If it's a blog about puppies, he'll get a slap on the hand and have to give the name over maybe.
In the end, I'm no expert. But this just seems like common sense. I'm very interested in the outcome.