For the reason that mass home adoption is the goal...Why? It at least forms a word, unlike Transmission Control Protocol Over IP.
We already have “techie” adoption.
Even here, amongst my fellow tech nerds, I bet more than a few, when seeing the initials IP think briefly “intellectual property” before going “no that makes no sense- they’re clearly referring to the OTHER meaning in tech for those initials.... internet protocol”.
It is not really a consumer-friendly description or name. Comparing it to the term TCP-IP doesn’t really change that.
If they wanted something easily understood to all (as far as benefits), they could’ve used an acronym like SHOW for Safe Homes Over Wireless, or something of that ilk... where it points out something as universally understood as safety.