We currently expect people registering/updating projects to enter both a "display name", being "the name of this product as it would appear in a paragraph of text"; and a "title", which "should be just a few words".
People are often not understanding this distinction, probably because it doesn't exist. As I report this bug, out of the five most recently registered projects, all five have inappropriate titles:
* "Visual stimulus generation for vision science" (should be "Vision Egg")
* "The Jaws Project" (is a project group, not a project)
* "An asset tracking and trouble-ticketing system" (should be "Information Resource Manager")
* "Where server meets user" (should be "Ubuntu Instant Server")
* "A stream directory browser" (should be "Streamtuner").
Even if such a distinction was useful, Launchpad is not making use of it, producing results like "Rosetta Translations for Collaborative text editor" (should be "Rosetta translations for Gobby").
The best approach at this point would seem to be dropping the "title" field from the database, renaming "displayname" to "title", and fixing all the "displayname" callsites to use "title" instead.
(The equivalent bug for project groups is bug 1853.)