Originally Posted by AniMeFaN
Clearly Kisame is well informed calling him Madara. The first panels you must have ignored what was shown as he never revealed himself to Kisame as far as we know. All that was shown to Kisame as far as we know was his sharingan
You can see that every time he claimed the name Madara there was a pause. Maybe it wasn't for dramatic effect but to use a name that commanded respect. Even Sasuke was able to look inside naruto and suppress the nine tails chakra.