The main idea here is to have a predictable mapping between endpoint and service name. That makes it easy to script, work with.
Right now, the externally used endpoint depends on chance - ie. being the first will get you $name, else you will receive a name that has a random suffix.
This also has security implications, since I need to pay explicit attention to the endpoint being $name or $name-suffix or else I end up at some unknown $name service _that is not mine_.