The problem we have and that the current convention solves is the one of namespacing.
What happens if two different snaps ship an application named “gnome-logs”? Also, is the name being looked for the one that the snap is called with, or the binary one? My guess is that it’s the binary one, which means neither the snap name nor the snap application name would fix the problem in the general case.
We’re not tightly bounded to any particular convention, as long as we can handle the general case correctly, and without conflicts.