But you can call him Lord VENKATESWARI if you wish — or Lord of The Seven Hills or VISHNU Manifestation No. 700. Or something.
Apparently a sage named Narayana of Tirumala became somewhat depressed because his followers could not keep up with his rigorous penances and exercise routine. Wishing to do his best for the fine folk in the Seven Hills region which composed Tirumala, he called in some extra help.
Because he prayed so hard, VISHNU decided to manifest himself as BALAJI, and came with four arms, a wheel of time and a conch shell to dispense tender loving care.
He has proved so popular that his temples have now spread to places as far apart as Atlanta, USA and Birmingham, UK.