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I actually never had a problem with End-of-Turn, because it speaks innately to how start-of-turn works in MTG. But then, I think that's why MTG never uses the phrase "start of turn"; they invented all-new terminology.
"Untap, upkeep, draw" is a common shorthand to refer to the 3 stages that comprise what can loosely be considered your start-of-turn. You untap your permanents, you have your 'upkeep' step (which is usually when what could be described as 'start of turn' effects trigger), then you draw your card for the turn and move on.
"End Turn, Recovery, Reset" is no different, though perhaps slightly different terminology like "Resolution, Recovery, Reset" would've been more immediately readable to players (plus, it features alliteration). Too late now for such a change, of course.