I was inclined towards the shortest possible encoding, even just a single letter "a", mainly to reduce the amount of bytes required to form a QR code.That said, "address" is more self-explanatory. Perhaps I will include some sample QR code sizes for typical use cases, and see if it stays reasonable.

As multiple keys of the same name would not be supported easily in many wallets, a delimited is probably preferable.

I will update the BIP proposal and send it again.