Additionally, how do you determine the service name? e.g. I have a wordpress.com account; do I call that 'WordPress' or 'wordpress' or 'wordpress.com'? I guess using the domain name is fairly robust, but then you get stuff like Stack Exchange, or the service changes its domain name, or international variants - google.com vs. google.co.uk.
As for the service name I've had no issues with that in my use. Just come up with whatever rule is easy for you to remember. Worst case you'll have to make a few tries.
now a site has been breached and your username/password was leaked... yay, you'll have to either start using a traditional password manager for this special case or change every.single.password.you.have.
so useful ...not!
[1]: https://en.wikipedia.org/wiki/Length_extension_attack
[2]: https://crypto.stackexchange.com/questions/18606/is-xoring-a...