WWE has a way of going about things where they like to drill in catchphrases, nicknames, and several other things via Michael Cole on the commentary desk. It's objective is seemingly to familiarize fans watching about specific things, and the most recent example of that has been Lars Sullivan on SmackDown.
If you observed over the last couple of weeks, almost every mention of Lars Sullivan was preceded by The Freak - a nickname that WWE is trying hard to drill in.
Dave Meltzer on the Wrestling Observer Radio said that while he's going by the Lars Sullivan name now, WWE is reportedly trying to transition his name into just Sullivan:
While they did use the name Sullivan, it's very clear they are trying to put over the name The Freak, which Cole said over and over and over, while only saying Sullivan a few times. It's what they do when the plan is to transition the name.
We hope this isn't true because it doesn't sound as good, and WWE is often quick to revert to their old names.