". . . it is used so often, not because we need to use his name, but because it is the name associated with their organization. It is their name really. Could that be why it's used so often?"
Walk Tall; that is an excellent observation.
I thought of the same thing myself. One of the ways I thought about it, metaphorically, was that the name was nothing but the equivalent of a patriotic flag symbolizing their organization.
Another way I described it had to do with how the brain registers information. It was the phrase "Jehovah's organization" and how the Witnesses automatically equate it with Jehovah himself. I remember reading in one of Franz books about a brother who was leaving the organization and was told by another brother, "Don't leave Jehovah!" No matter how often he was told the difference between Jehovah and the organization, he just couldn't make the distinction between the two. In my opinion, this has to do with the fact that Witnesses have the phrase "Jehovah's organization" repeated so often throughout their lives that the two words are probably located together in the same region of the brain. This would be even more likely if the Witness were raised in the religion during their formative years.
This would suggest that, in their minds, the words "Jehovah" and "organization" are synonymous; like the words crap and shit are.
Jehovah = Organization = Jehovah = Organization = Jehovah = Organization = Jehovah = Organization = . . .