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I don't think it matters that much. The only reason why my paper edition shows a company name is that I had to use a company (or an entity with an ABN anyway) to deal with Lightning Source (which may no longer be true - I think VydorScope posted about this recently).
I enter my name as the publisher everywhere I get the choice and scream self-published. That is what my book is, self-published, and I'm damned if I'm going to pretend to be ashamed about it. If the publisher doesn't show one of the big names there is a good chance people will assume self or boutique published anyway - those few that bother to look.
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