How many times have you tried to remember what that Name attribute maps to? Is it your friendly name for the service or the type itself?
In building on the simplified configuration experience from WCF 4, WCF 4.5 adds much needed intellisense to make the config experience as simple as possible.
![Intellisense_thumb[1]](http://rickgaribay.net/Images/customcontent/0d88091a44b4_A4D7/Intellisense_thumb1_thumb.png "Intellisense_thumb[1]")
Learn more about the great productivity improvements to WCF 4.5 here: http://msdn.microsoft.com/en-us/library/dd456789(v=vs.110).aspx