They are just doing what all Brokers try to do when it comes to client perception - they want the client to think they are the operator so of course they dont spell it out!! Noone really wants to use a middle-man whatever their knowlegde on the service being provided since they always know in the back of their minds that they can get it somewhere else cheaper - its just knowing where to go and who to contact!
Surely its just their suppliers that have to be the ones with an AOC and not them as they are acting as a broker? Whether ATOL regulations apply to splitting the price is unclear... perhaps thats where th club comment comes in?