Paypal Help Needed

I've looked through the various help files at Paypal's site and am still confused on a couple of issues. I'm hoping that someone may be able to answer these questions.

With Paypal you can have one personal and one business/premier account. Of course you'd use the business/premier account for selling things.

As of now that account is my name.

If you are incorporated or have an LLC, however, that by legal definition is a different person/entitity. So Joe Blow is 100% and completely different than Joe Blow Consulting, LLC. Joe Blow would use his SSN and the consulting firm would use a Employer Identification Number.

If you are selling on Ebay or selling an ebook tied to your name then the default setup (the account name is the same as yours) is okay.

However if you have multiple sites selling multiple types of products or services, you can only still have one business name, one customer service email address, and one support URL.

Selling your how to make money guide or raise better kids guide or improve your marriage guide with a support URL/name of CheapComputerParts.com (your main site) may be a turn off and not appropriate.

Selling all those things under your own name may be a turn off too especially if you use a pen name or don't want to appear to be non expert (because you have ebooks in 32 different areas - no one is an expert in 32 different areas).

So my question is how you would set this up so everyone gets support, it's not all tied to your personal name, you can sell multiple products at multiple sites with appropriate email support/URL addresses, etc. all while staying inside their TOS?

Thanks for any input.