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Richard Siegel, the article's author, is a member here (I've only seen him post on the baseball side), so he might be interested in this thread.
I personally don't like to use a coach's name during a game. It's similar to addressing a judge as "Your honor": this is done only in the courtroom, when the judge is on the bench (otherwise, you can call the judge "judge"). This tradition creates a certain distance between the judge and the people in court, and that distance is good for the impartiality of the proceedings.
In the same way, when I'm wearing the stripes it's important that I be perceived as impartial. I like the impersonal distance created by using "coach," even if I happen to know the coach's name. It emphasizes our roles in the contest rather than our personal relationship (whatever that might be).
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Cheers,
mb
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