New Gulf Airline?

[vbrules]

Heard on the airwaves tonight "The Emirates 845". All sorts of confusion caused given he was going to Doha and not Dubai and was on the wrong frequency. Given most offenders of "The Emirates XXX" are Poms, it begs the question 'Why don't we hear "The Speedbird XXX" or "The Easy XXX" etc?
The callsign is "Emirates XXX" ... ok?

[Dessert Aviator]

"THE" seems to eminate from the Charter fraternity in the UK so perhaps EK is draining the pilot pool from the likes of "The Monarch"