I would guess similar to Easy Start (a more conservative British name), been around for many years, of course. Based on ether, good for getting a fire going in cylinders of reluctant compression, or spark ignition engines.
Good name, tho', as you say. How many times have we all shouted that at the useless lump of metal sitting there?
Old Chinese proverb 'Man who sail boat into rice field, soon get into paddy'