There is an important issue here, in my opinion.
When I was instructing early students one of the first things I teach them is the status of the A/G (or AFISO) at the aerodrome concerned. I never refer to the "Tower" or "Air Traffic" in this instance. I use phraseology such as the "personnel who work in the building over there...."
It is important that pilots understand the "service" which they are in receipt of. Hardly a week goes by without a visiting aircraft calling up and asking "Am I clear to join straight in, right base etc?" (sometimes these pilots are professionally qualified) when the aerodrome concerned only has A/G.
On a humourous note one of our A/G operators has the surname "Tower" so perhaps he is entitled to answer the phone by saying "Tower"!