For better or worse, "End-To-End" is the specific Google Chrome extension being discussed in the article: https://github.com/google/end-to-end/

Proper capitalization would help; Google choosing a less overloaded name in the first place would have helped more.

Agreed. I was refering to the ambiguous name of the project.

We're going to have a very hard time talking about end-to-end crypto to consumers without at least one person confusing this with googles addon. (Thanks google)