Surely though in any case either there is some unified theme or purpose for a service or you are building a monolithic application which can just have the same name as the product.

If you are putting random functions into a service to the point where you can't even pick a descriptive name, that sounds like you've got bigger problems.

You can expose multiple things with each having their own name, and still have it implemented within a single service (single unit of deployment). The clients however don’t have to depend on it being a single service; it can appear as separate services to them. That way the scope of the “all in one” service name remains limited, and can therefore also be more easily changed.

This is similar to running multiple services on the same host, but clients don’t use the canonical hostname, but service-specific subdomain names.