Package name doesn't matter except that it must be unique and it must be the same forever, on any application updates, or it will be considered a different app
No you can't change package name once you upload / release the app. The package name is basically the application identifier. You can change the name of the App and everything else, but not the identifier.
People will know your package name since it's the "ID". That shouldn't be a problem unless you name it something silly or stupid then it may cause a few chuckles but that's it
Signing the app with a key is basically giving it protection, because otherwise everyone could update the app with one of theirs with same package name and cause chaos. Think of it as username and password on forums: everyone sees your username, but nobody knows your password.
You can sign more than one app with the same key, in fact I recommend it so that you won't have tons of passwords which you may forget. Better make 1 strong one and use it on all.
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