Hi Jim,
To Answer your question "What goes in the 'Name' field when importing new leads, Company Name or Lead (Person) Name?"
The name field can contain either of these values. The current way you are Importing works perfectly fine. The Name field is actually not the uniquely identifying field in either the Customers or Contacts Table(although it is required in both), but infact the FullName field is. The FullName field is the linked field, and contains a combination of ParentFullName and Name.
The Reason Name is different from FirstName/LastName and CompanyName is because the name can be anything; You might be dealing with a person, a company, or a group of companies or any number of other combinations.
Hopefully this clears things up. Let me know if I can be of any more assistance.
Thanks Jim.
Regards,
Ben