Who are "people"? How would all of this start?

In terms of standard, the specs already use "ECMAScript" and don't even mention JavaScript (https://github.com/tc39/ecma262/), although TC39 website does use it frequently. I guess they could officially recommend people stop using "JavaScript", but I doubt they care.

Otherwise, the petitioner Deno here is only a small part of the ecosystem and barely controls anything (and really nobody other than TC39 controls anything, which is good). They (or anyone else) can't just shout "stop saying JavaScript!" and expect people to follow.

Not to mention JavaScript is a simple, easy to pronounce word compared to ECMAScript despite the baggage, which is probably why they chose it in the first place.

Let's say the "JavaScript" name is officially deprecated somehow. People will continue to use the name for as long as it exists.

So Deno's petition tackles these problems, addresses the root cause and appears to be legally viable. That is the "right thing to do" here. Avoiding the name does not solve the problem. It never does.