An advantage of names in end tags is human readability. Consider this XML fragment:
<a>12<b>34<c>56<d>78<e>90</e></d></c></b></a>
Appending something to the end of the d element is easy, since one can just search for its end tag. In JSON and other formats that only have one single character at the end, one has to count brackets or parentheses for this purpose: (12(34(56(78(90)))))