This winds me up, it's The Open.
No wind up. 'The Open' was always valid, but more a curio for afficionados. Up to the last 20 years, it was called the British Open by pretty much everyone one, including pros, the press, international, and local.
The R&A tried very hard to make 'The Open' happen. And to be fair, it has happened. How quickly and easily we are manipulated and fall into line with corporate branding.