Viewmodel assemblers in ASP.NET MVC

Working on a new ASP.NET MVC side-project, I have the luxury to experiment with new technologies, but also with different patterns and naming conventions. Something which bugged me in a previous project was that we made our service layer return viewmodels. It worked rather well because the service layer in our MVC project was just another layer between the real domain services - where most of its work was creating viewmodels from domain objects or translating viewmodels into domain objects, so they c...