UK STAR's are named after where they end because that is the clearance limit, and its quite a useful indicator (and also worrying) that when an inbound is given direct to the hold and they say "where?", you wonder if they have actually done an arrival brief... The rest of the time the name is just a nice reminder that its as far as you go.
So, you fly the STAR to the hold (initial approach fix), then the procedure approach to the final approach fix, then down the final approach to the destination. It makes sense to know where you are going. Just like on departures, the SID is named for where you end up - because hopefully we all know where you have taken off from !!