'You can't just run around killing goblins and looting temples, this isn't the old days my boy. To make it today you've got to be part of the guild, and you need a team, and a look, and most importantly you need a manager. Like me.'
A culture has it forbidden to say their rulers name under penalty of death. Anybody in power must be referred to as their title. Comes from the fact that the rule or position can be taken over by anybody from any level in society. To use the title elevates them or brings them down from whatever level they were originally at before they took the position. Respect and authority comes from the position, not from previous life.