Right, I don't see Mormons as Christian, they're Mormon, so if they have the truth, why not be proud of being called 'Mormon'? Why the need to be called Christian? Why why not call themselves 'New' Christians or 'Restored' Christians seeing that their doctrine is totally different than that of the mainstream Christian.
I even think it would sell better under those names and not cause the same degree of rancor that it causes when they try to co-opt the term Christian knowing that most of the world views Christianity as a totally different doctrine from the one they subscribe to.
"When the light came to me I saw that all the so-called Christian world was groveling in darkness."