Regurgitating the Ektar name makes good sense to me. Words starting with the "EK" of Eastman Kodak have been used for ages, although words ending in "ar" have been used by myriad manufacturers mostly as lens names (Ektar, Tessar, Skopar). Ektachrome is a wel known brand name.
Since Ektacolor was just used for their pro line of color negative films not many people ever heard of it back then, and a goodly number of us are long gone. Probably the majority of the market today never heard of Ektacolor before this film hit the streets.
Maybe it's time for somebody to buy the rights to another old name, along with the distinctive red box. ANSCO! Versapan was a gorgeous fine grain medium speed film with tonality to die for! I missed it when they stopped making it. Super Hypan, on the other hand was an ISO 500 film that gave you golf ball size grain without the inconvenience of being too fast to use in daylight. ;-) ANSCO sounds like a more sure way to good photos than LUCKY. Or maybe the Chinese are trying to avoid reviving the name RED as in Red Box?