Kinds are a distinct concept from types, and that concept needs a name, and it's best to choose a name where the intuitive meaning of the name aligns with the technical one (indeed Haskell attracts a lot of criticism when it uses names like "monad" that don't have a "fuzzy" meaning).

It goes even further: types-of-kinds are called "sorts", though in Haskell there's only one possible sort of kind.

There are only two hard problems in computer science, after all.