It's very difficult to change service names, given that you have a large population of people conditioned to say the name and lots of documentation artifacts, o

It's very difficult to change service names, given that you have a large population of people conditioned to say the name and lots of documentation artifacts, other code, etc. "Broadcast message service" is, as the author points out, way too generic and also too long to be used freely. "Scattershot" rolls off the tongue and won't be completely wrong if functionality changes. And hopefully we have a small enough quorum of services that we don't drown in jargon.