How to specify a friendly name for a web service?

[Karun]

Hi,

The AppDomain.FriendlyName returns, for all windows applications, the
executing assembly name stripped of its path. But for an ASP.NET
appliction or a web service, the application name looks like
"/LM/w3svc/1/ROOT/...".

Is there any way to change this so that it looks less intimidating? I
have tried modifying the AppFriendlyName key in the metabase.xml, but
that has not worked; nor did setting it through adsutil.

Thanks,
Karun.