This is curious branding. In my language perception, the word "endless" is pretty much universally associated negatively. Even the girl in the stock photo seems to evoke "how long is this going to take?".
There is a nice video game that I played on the Wii called "Endless Ocean". The expression on the girl's face on this web page to me looks like "this is cool". So for me "Endless"="Wondrous"