It does not. But the name call-with-current-continuation was chosen because it was thought to be only useful as a building block in macros, and to discourage it from being used directly. When its direct use was found to be quite handy (and also to fit into the narrow columns of ACM style), the name call/cc was introduced, first informally and then as part of the standards.
Here we have no such "not useful by itself" or backward compatibility to contend with, and a short name is good from the beginning. As for being no longer than apply, apply is meant to be used as a special case of function calling, not the ordinary and natural case. That should be as short as is consistent with some mnemonic value and disambiguation, IMAO.
John Cowan
http://vrici.lojban.org/~cowan xxxxxx@ccil.orgHistorians aren't constantly confronted with people who carry on
self-confidently about the rule against adultery in the sixth amendment to
the Declamation of Independence, as written by Benjamin Hamilton. Computer
scientists aren't always having to correct people who make bold assertions
about the value of Objectivist Programming, as examplified in the HCNL
entities stored in Relaxational Databases. --Mark Liberman