Doh... There is a BIG difference for publishers between App Store and Ovi Store. You don't need to be business for publishing to App Store and you need to be business (VAT number requirement) for publishing to Ovi Store. Show me those hobbyist programmers that are eager to register a company just to post his 1 euro app to Ovi.
Select "Personal" if you wish to publish content as an individual on the Ovi Store.