Personally, the name always turned me off. I saw the option in photoshop when saving files, but my thinking went "jpg bad, jpg XL is a weird name, must be a minor incremental improvement over jpg".
I don't particularly like the name either, but it already had a name before it existed — that's the way JPEG works, the ones who write the Call for Proposals give it a name, not the ones who actually bring the proposals and design the new codec.
Anyway, I think "jxl" will in practice be the more common way to refer to JPEG XL images, and the full name will at some point become a matter of etymology and trivia questions.
