The md:ServiceName element doesn't include in its definition an explicit statement about the content being for human consumption. This contrasts with the md:OrganizationName/md:OrganizationDisplayName elements which clearly note the former as not required to be suitable and the latter required to be. Since there's no md:ServiceDisplayName, we can clearly infer that the intent was for human consumption of md:ServiceName and should clarify the text for that.