CONFIG_BT_DEVICE_NAME change in prj.conf does not change what the central reads

I am using the nRF Connect for Visual Studio add-in with the PineTime DevKit0 board. I make changes to the CONFIG_BT_DEVICE_NAME in the prj.conf but do not see the name change on my central (iPhone). I have seen it change in samples after a number of configuration changes (again, sometimes it does not), but on this particular project there were a number of prj.conf changes which did not change the device name.

It seems like changing the CONFIG_BT_DEVICE_NAME should change what is being advertised to the central.
I have a specific BT_UUID_CUSTOM_SERVICE_VAL so I only see the one device.

I read this post but it did not seem to offer a resolution aside from making a bunch of changes to the prj.conf.

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