It's obviously a copy of "K-Earth 101" in LA - but that name just flows better. Maybe it's that it's just been around so long, I don't know, but I like that moniker more than "Earth 105.7." When I heard Love and Hudson and Lee Alexander, I knew it would be Oldies, so the name made sense - but I can see how it could be something in Asheville (LOL) or an AAA-type format.
I was in eastern (as well as northern) Greenville County today and got no signal of Earth FM at 105.7 anywhere, just a mess of Eagle in Augusta and static. I think the Radio-Locator map overestimates it, at least at the fringe. My car's radio is fairly recent, so its AM reception on that band isn't great, but I got a listenable signal on 910 around Simpsonville, but (of course) it weakens going in to Greenville.