Trust me on this one... I worked for the Org. as a Coach and examiner for many yrs ( from late 50s and as recently as '02.. also F/A and indies ).
The " magic" step, was A/Murrays secret to his franchise success .
It emenates from how he began in the profession ( by mail ) using that term to convey his message .
And , you are correct .. the Amer.style was originally intended to fill a gap in the social network that was sadly lacking in the 20s .
At its peak, the Org. had over 600 studios world wide ( and a TV program ! )
the current "medal " system was adopted and adapted from the English format, with slight alterations, and additional dances more suited to that environment.
It was put in place by Archie Dixon who was brought over from the U.K. , to implement same.