NOW the Doc is incomplete. Now the service properties can also be used in Linux and Windows.
Take a look in these 2 template files:
Any of those tokens can be replaced by setting the value as a service-property.
--serviceproperties DISPLAY_NAME="whatever you want"
Note that this is a new feature for 3.1.2 and 4.0. For released versions the doc is correct, it only applies to SMF.
This feature was added because a user pointed out that it is impossible to specify a custom display name for a service...