I know the project exists since forever, and has a brand of its own, but whenever I hear about it, my first thought is "oh, latex package/mode for Emacs. Nice".
The name choice is unfortunate, since I'm not the only one with that association.
The name choice is unfortunate, since I'm not the only one with that association.
But it is difficult to change the name now, because that would imply having to redo a lot of documentation, web pages, videos, etc.
Switching to some phonetically adjacent name, say TypeMax or SciMacs or ... could be a friendly invitation to a new generation of users to give the platform a spin.