I think it is a tactic they use at clients. I have no idea why, but I assume some misguided attempt to make the client feel something. The woman I just stopped seeing used my name all the time - I never ever-not even once - used her name at an appointment. There are only two of us in the office- if we can't figure out to whom the other is speaking - then I don't think therapy is going to help. Particularly if it is the therapist that can't figure it out.