New testament writers are looking at the oddities in the old testament when it comes to the appearances of God in the scrolls.
God often refers to himself in the plural , or God is invisible but there is some kind of Devine manifestation that people deal with. Usually the angel of the Lord or word of the Lord.
The general idea is Jesus is this second manifestation of God that people see and deal with but who really is just God also.
Thus the reason Jesus never calls his father LORD, jehovah or yahwah.