As a data point, I was fairly confused when ECHO came up in conversation, and
had to stop to ask what it was. I think I would have had a better chance of
figuring it out from context or search if it were called ECH, but don't have a
strong preference for any specific name.
ECH does have a remarkable short Wikipedia disambiguation list, FWIW.
https://en.wikipedia.org/wiki/ECH
Filippo
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