Well I’m just a user of routing engines and not quite sure if I understand what you mean. The few routing engines I used already just route to the closest point on a street. No routing on land or places when there are no streets on them. Thus I think it doesn’t matter for routing if the name is on the land, the building, a node of the building polygon or a separate node in the building. But adding the same name to several or all of these objects adds to the index and is confusing and awesome for the user especially on small handhelds.
Imho drawing the land, the buildings and separate nodes when there are several shops is good and helpfull. But duplicating the name isn’t.