This is good advice in the small, but I think the author is correct for larger services. I can't tell you how many times someone insisted on a name that was "un

This is good advice in the small, but I think the author is correct for larger services. I can't tell you how many times someone insisted on a name that was "universal such and such" which, uh, turned out not to be universal. More concretely, this is good advice for services that you expect many teams to hook into, and not great advice for services that you think should not expand 1-3 teams ever.