Cant really see any problem here.
If he calls himself Turkish-then he s Turkish,if not-then not,no prob !
This is a safety issue as well-he will expect a msg that begins with Turkish,whilst Turkair mite cause confusion,and if u dont want to say things twice or appreciate ur time.....
Some AALs call themselves *American* but there are some that will say *American Airlines*- makes no difference to me at all.