Cold Steel
I would say that they refuse to call themselves a church in order to make themselves appear to be different. It's one of the few things the R&F have to hold onto - the fact that they are different from 'Christendom'. For example, their clergy? Is not clergy. But they *are* clergy when they want to claim privilege (eg, child rape cases).
So it's not a church, it's a Kingdom Hall. They have no clergy, everyone is a minister. Some ministers just have more control and authority than others.
Yup, it's crazy time! : P