One of my students last week noticed that using a Service Broker object name (like a CONTRACT, SERVICE, and MESSAGE TYPE name) with the wrong case caused an error message. That's because Service Broker object names are case sensitive by deisgn. Because these identifiers can go over the wire, and you can't predict the collation of the database instance on the other side, they have to go by binary collation. Even when the objects are defined in a single database, you can't assume that's the only place they'll be used. Thanks to Roger Wolter for clarifying this…
Keep this in mind when you define a SERVICE (with the required associated contract) for query notifications or event notifications, as well as in your own broker apps.