 To talk about something without giving the real name to not scare off the audience

Ciro Santilli hates it when an expert does this!!!

If you estimate that the audience won't know the name of the concept, that's fine, do explain it as well.

But you must also give the name!!!

This also manifests itself when news outlets omit foreign names from healines, notably Chinese, but likely happens to all non-european languages too.