I think it's just to avoid confusion. If you say for example Masterpiece Starscream, that can refer to 'Greenscream', the Hasbro release, clear version, movie F22 or the new revised mould.
Talking about your masterpiece Prime could be confusing without the codes. We have MP-01, MP-04 and now MP-10.
Talking by code is actually easier and creates less confusion.