[eco]

It's just a fanciful name for their content marketplace. The name making sense is less important than building the association between what the business does and the symbol that is the word.

Sometimes a fanciful name is better than a logical name because it decreases the risk of ambiguity among consumers (and so you don't end up in legal battles over very generic sounding names as can be seen with both Apple and Amazon using App Store). It also means their scope isn't limited by their name and they can move into new markets.

Apple, Amazon, Google, and many others all have company names that make no sense and I vastly prefer that to the more accurate names Consumer Electronics or Search Corporation.