On this occasion, the guy decided to say "roll the trucks" instead of the bog standard "mayday, mayday, mayday" call.
He said "Emergency" instead of "Mayday, mayday, mayday", not "Roll the trucks" instead of "Mayday mayday mayday". He also stated the nature of the problem (smoke in the cockpit), which is enough for a controller to declare him an emergency aircraft on his own authority without ever hearing either "Emergency" or "Mayday" uttered.
"Emergency" is standard, unambiguous FAA approved-and-published R/T phraseology in the U.S., understood by every pilot and controller alike.
And Captain B balled-up a lot more R/T than only giving a bogus callsign.
Deal with it.