I can’t yet point it down to when/why (it survives HA restart), but I have a device (a Motorola phone of my daughter) that keeps failing as the entities rename to the original device name and not to the changed “friendly” name.
In /config/integrations/integration/mobile_app it then already shows up again as moto g54 5G, no longer the friendly name I renamed it to. Then I go into device and see the friendly name in the top row, but the entities got renamed to moto g54 5G. 105 entities, of which 104 fell back to moto g54 5G. So in order to “recover” dashboard infos and automations I rename the device back to moto g54 5G (changes one entity), then change it back to the friendly name, changing 105 entities.
Just a side note, I monitor where and battery level. Funny, the where updates as the phone remains linked to the person, no matter the renaming. But the battery state shows the error.
Anyone any idea, where I can look to “hardwire” the friendly name? It’s weird, as no other device shows that problem 
Or would I remove the device and reintegrate? Looks to me like a bit overkill, but the mistake starts to annoy me 