Apparently people don't like the name "ECMA" because it's too close to "Eczema" which is a nasty dry/itchy skin problem. And I agree, because I have it too.
It looks too much like "Acme" so it gets confused as a joke about cartoons. It looks too much like "acne", that is a too common skin problem, and it looks too much like "eczema" that is a rarer nasty-looking skin problem.
Whoever created that name should get a prize.
Anyway, the community not adopting that brand doesn't mean one can't rebrand JS.
ES would be fine. I guess it would conflict with with Spanish domains. But I'm sure we can just continue using .js in the files names... What is the Oracle gonna do? Sue every body who uses .js in the filename?