The eCash project is led by Paul Sztorc, known for his work on Drivechain. Unlike BIP-110, eCash does not depend on adoption by the main Bitcoin network. It must exist as a separate chain.
The launch is scheduled around block 964,000, likely August 21.
A map of Bitcoin forks
I like this approach. If you believe an idea is better, build it and let people decide for themselves. If eCash manages to attract real users, that would be a good sign that the idea has value. If it does not, that is useful information too.