why are there 3 different names for an Ember initializer

When you generate a service with Ember CLI you get something like this:

export function initialize(container, application) {
  application.inject('route', 'geoService', 'service:geo');
  application.inject('component', 'geoService', 'service:geo');
}

export default {
  name: 'geo-service',
  initialize: initialize
};

You will notice that includes 3 different name formats for the service - geoService, service:geo and geo-service. Why is this needed and what is each of them? It's pretty confusing this way.