I'm not sure that the "name" is meant to map with the project name on Our. My guess would be that it would be used as a unique key to store the telemetry stats/numbers against - I'd assume that if you changed it, then it would split the stats for that package. 🤷 I'd be tempted to the "name" as a friendly display name, e.g. "SeoToolkit" as opposed to the NuGet package ID.