This is almost certainly going to bite you if you don't push all customer identification data out of your main data stores. And it will go a long way to making

This is almost certainly going to bite you if you don't push all customer identification data out of your main data stores. And it will go a long way to making your services harder to use if you don't allow users to associate friendly names with things. And to assume that the same friendly name will be used for a future item. (For example, if you name devices based on the room you put them in. Is reasonable to think that when you replace a device, that you are likely to want to reuse the name.)