Zoneman,
It has nothing to do with
"Let's be different in order to prove our excellence"
it has all to do with the need for speed control when trying to stream a lot of inbounds into a busy TMA. Using this phraseology allows the en-route controllers to quickly, without the need for multiple transmissions, set up spacing into the TMA. If there was only one or two aircraft on frequency then they would have the luxury of having plenty of time to do it the '
ICAO standard' way.
If they didn't use this instruction then us controllers in the LTMA would be presented with a complete mess of aircraft.
As for needing to prove our/their excellence... we/they don't need to... pilot feedback is very positive - that's all the proof needed. Much as it is the way with all the other excellent service providers that are working worldwide.