The value of the name attribute is a JMX object name. The part to the left of the colon, not including the colon is the domain. The part to the right of the colon is the key properties string.
The domain under which the QueueService is registered is unimportant to the proper functioning of JBoss Messaging. You could in fact replace this string with any other valid string, "my.super.sweet.jmx.domain" perhaps, and your Quickstart would continue to function just fine.
Keep in mind that the <depends> entries in the deployment.xml file refer to the same JMX object name, so you'll have to update these entries also, or your ESB archives will fail to deploy because of unfulfilled dependencies.
You don't need the jbmq-queue-service.xml if you're using a JBoss Messaging. These are only included to accommodate people who are still on JBoss MQ.