Yeah, I agree.
Notice that I used a regexp to encode the "#". That was because neither ns_urlencode nor ad_urlencode did this ... (Note to self; might this be a subtle indication as to not incude #'s in URLs? 😉
Anyway, I have no strong opinion how this is revamped - but wouldn't it make most sense to simply never apply localization on the name (I'm not talking about the label where I do think it makes great sense)? That is, skip the key altogether.
/Ola