There's significant difference in opinion of what part of the Bitcoin protocol is the "blockchain". Usually, people talk about the persistent stuff being the blockchain. In that case, bits sitting in storage don't implement a protocol, therefore don't have a consensus mechanism.

In other words, the blockchain is just the data structure, the consensus sits outside of that as a distributed protocol.

Of course, parts of that data structure enable the protocol to work, which is the most interesting property of the blockchain, but that's just blocks, merkle trees, and chained signatures.

If you're focusing on the construction of the term "blockchain", you're already lost. The name is a red herring. It's very clear that the innovative aspect of the technology, the part that enabled all the interesting applications, is the protocol layered on top of the merkle tree. That's the part that needed a new name, and deserved a better one than it got.