Its definitely frustrating as a controller (SAT tower/tracon) when pilots use incorrect phraseology. The people who audit our sessions can split hairs like you would not believe. For example, if I call traffic, you see the traffic, I say maintain visual separation with that aircraft and you you read it all back but leave out your callsign... Its very clear to you and I that communication and understanding has been established however, now when you get within less than required separation of that aircraft, Ill be slapped with an error because I didnt ENSURE who had who in sight with lack of call sign being used. Just a silly example. If you dont use the proper call sign, as far as the "tapes" are concerned, it never happened.