Most probably just a continuity error. Rukia used the verse for Blue fire once I think but from then on just said it's name. A time saver most likely. The incantations are still acknowledged though because I seem to remember Gin marvelling that Aizen could use a level 90 Hado without incantation.
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) and thinking about Chad. Idk why he doesn't just use his Attack arm all the time slaying Hollows and the like because he might as well, get the job done quicker and easier. You could argue that obviously someone wouldn't use their full potential the whole time but he might as well push himself.