Because if you had modems between the computers, you used straight-through RS232 cables -- the PC would have its Tx/Rx pins according to DTE standard, and the modem would have its Tx/Rx pins according to DCE standard. The modems did the "swap" themselves by choosing tones at dial/answer/negotiate time, then the other modem-to-terminal link was likewise straight-through.
But if you were connecting two terminals directly with no modems, thus the modem was "null", you needed the cable to do the signal swap instead. Hence the name!