What is the use of the query “themejunkie” loads of times in TJ paid themes?

I had purchased the themejunkie all themes package a few months ago and then I also purchased another new theme separately when they brought it out a month later.

Today when I was about to create a new website using one of their paid themes, I noticed codes like these repeated almost after every few lines of code.

<?php _e(‘Home’, ‘themejunkie’); ?>

I do not understand the use of the word “themejunkie” and such queries and why is it repeated maybe a hundred times in the theme files. What is the use of this word and why is it needed? It looks like blatant advertisement to me which is very bad especially for paid themes. What is the user of this query and repeating the name of their website a hundred times in theme files of their paid themes? Kindly explain as I am not able to understand the usage of this query so many times in the theme files.

I have used other paid themes like Brain’s studiopress and few others and lots of free themes but I never saw them mentioning their website name every few lines of codes. I am still not sure why would such a query be need unless for blatant advertisement and that too of paid themes.

Any help would be highly appreciated.