Names, or words in general, resonate with you on some level. You connect emotions, whether you are aware of it or not, with words and sounds.
Your guides simply pick those names where your resonance/vibration about the word/sound best match their own vibration. So, to you the same entity may "Joe", to me it might be "Actinus", and a third person may approach it as something completely different because of the different attitude/emotions/vibrations involved between that name and ourselves.
Basically, names are a convention used to our benefit, because we have a tendency to put a tag on everything. Even if we were able to pick up the different vibrations of our guides, we couldn't communicate that to somebody else, so it's easier to give them names and talk about them as if they were regular human beings. You won't really make somebody completely understand "the guide that makes me feel such and such and has this and that vibration to him/her/it". But you can say "that's Joe, he helps me with xyz kinds of decisions".
That's how I see it.
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