It's caused way too much confusion over the years making people wrongly associate it with Java. My guess would be that associations exactly why Oracle doesn't want to give it up.
I would like to say go back to the original name of LiveScript from before Netscape tried to woo Sun, but the name LiveScript has been co-opted.
Something else with a J would probably be the least painful. JScript is permanently associated with Microsoft's terrible IE implementation. I offer up "JaScript" as it sounds largely like JavaScript but said with a drawl while retaining "JS".
Heck, I'll call it ECMAScript if that's what it takes. I'd rather not, but it's better than "JavaScript"