Interesting question that I'll admit I never thought about, but will provide my thoughts:
ASA is a reference to a fixed trait of an object, in this case, film. Yes, we could set the camera to a different ASA speed for special situations, but that usually required adjustment in processing later. The film itself obviously never changed and was defined by that number.
In the digital world, ISO is merely a variable setting, like many others in our cameras, and arguably reads better with the setting name first and the chosen value after.