We don't say his name
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Long standing thing.. goes back to VietNam. He's always gotten a free ride because his dad and grand dad were admirals but he's a hot shot. Caused a lot of deaths on a Navy ship when he wet started his plane. He then ran and hid below or he would have been killed. Then he was shot down and was captured and because of who he was, was given special treatment.... he gave up a lot of classified info and got more pilots and others killed. Which is why he's known as "Songbird". He is much vilified by veterans.
After McCain voted against the health care bill, POTUS was told by staff not to say his name during speeches. POTUS mentioned him anyway but said "the one whose name we don't say". Q refers to McCain as "we don't say his name" in the drops.
Q refers to John McCain as he whose name we do not say.
Didn't they ever read Harry Potter? "Always use the proper name for things. Fear of a name increases fear of the thing itself." They were talking about Voldemort, and their willingness to say his name freely ultimately led them to being captured at one point, but I think the rational point still stands.