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maybe a wrong reason; it is a style to show the FAMILY name is distinct from a given name. A "House" or Family is a kind of corporation, "the JONES's", "we JONES have for many years been..." has corporate attributes- extra longevity, multiple responsibility, varied interests and holders. It's more abstract than the simple name of one.
But style and punctuation are not paramount, so we need to be careful. The difference is on the LEGAL NAME vs the True Name.
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