I'm just getting started in Android development and am working on a few small "practice" apps. As an example, one is a live wallpaper. The others are similar in terms of development effort. When these apps are done I would like to list them in the market. I may list them for free (or maybe not), and they're simple apps, but if things go smoothly I may try to build and sell larger and more ambitious projects in the future.
My question is is it wise to sell apps in the Android Market under my own name? Looking around in the market, it seems almost everyone is selling under a company name, even if they're only a 1-2 man shop. I can definitely see the advantage of creating a company to sell my apps if they were big apps involving a team of people. But it seems like overkill to create a company, even if just in name and identity, just to list something like a live wallpaper. On the other hand, I don't want to expose myself to legal liability or other potential problems that I haven't foreseen. What's the best course of action here?
For purposes of legal jurisdiction, I am in the United States. I understand that you are not my lawyer and answers are not legal advice.
Edit for clarification:
Just to be clear, what I want to ask is less about the advantages of forming a company, and more about potential dangers of not forming one. In other words, are there likely to be situations where I'm beating myself up and saying "Oh, if only I had formed a company instead of listing this is as a personal project!".