Best practices for service name / aliases in tnsnames
I certainly wouldn't want to include the server name in the TNS alias.  It would seem highly probably that this would change over time as databases move from one server to another and as organizations move to things like RAC where there would be multiple servers.

Assuming that your service names are chosen meaningfully, I would expect that the service name would match the TNS alias since both are logical names for the same thing.  That's not a hard and fast rule, of course.  Some organizations may have reasons to have two separate logical names for a single service.  For example, you may want a single TNS alias FINANCE that points to the FINUSA service for users in the US and the FINFRA service for users in France.  But for the vast majority of situations, if the TNS alias would be FINANCE, the service name ought to be FINANCE as well.