Comment 6 for bug 915111

..instead of being named deja-dup, the folder can contain a file called:
.deja-dup

..with some basic info about the backup. This allows other software to fine the folder without much difficulty.

in pseudocode, instead of:
if folder_exists('deja-dup'):
    #do stuff

..it would be:
for folder in folder_list():
    if file.exists(folder + '/.deja-dup'):
       #do stuff

..which isn't significantly more difficult.
..also, during setup, you could prompt the user for a name, and have a default like "backup".

..plus, this has the benefit of being self-contained, and doesn't put pressure on other projects (nautilus) to handle the naming.