i've learned from two teachers from china in their sixties and seventies. neither of them insists or even asks that they be called sifu or anything like that. there is no bowing or uniforms/costumes.
indeed, they've commented on how all that sifu and bowing stuff is mostly an american thing.
also it seems to me that to the chinese "grandmaster" means "my master's master". but here it's like someone who is some kind of elite master.