Scientists and ...!, page-5

I don't know about you, but when I was brought up, as rough as it may have been, it was considered disrespectful to address your parents by their names. Not sure if that was the norm or worldly? 

It appears to me, on their mission to be deemed as The Ones (Key driver), they have pretty much created an idol out of this name matter and not to mention, appear to ignore the following, which effectively aligns with your comment;

Psa 138:2 - I will worship toward thy holy temple, and praise thy name for thy lovingkindness and for thy truth: for thou hast magnified thy word above all thy name.