Aiolos: I let players come up with stuff like that. I give some basics, I let them fill in info. Some things I'll fill in for them. But any detail I don't provide in text can easily be made up by you. Don't see this as me being lazy, but see it as being practical because I already have multiple personality disorder from handling NPCs.
Oh I should note I did envision some guilds that are obsessed with family names and fine products (not just Goblin, but other races as well). "trade union, cartel, or secret society"