For years being better than and separate from mere “Christians” was a draw. You would never see or hear the word Christian used anywhere in or around the LDS.
Then they went overseas after tapping out the market in the states back in the 70s and 80s.
Overseas they found “Christan” was a great brand name.
Now they are the best “Christians” on the planet.
That’s because of the family values image they put up front and they speak the lingo.