Regarding Polarisation:
To each symmetric bilinear form or sesquilinear form there's an associated quadratic form, determined by evaluation on the diagonal.
A Polarisation identity expresses (the values of) the bi- or sesquilinear form in terms of its associated quadratic form; it thus works in the less obvious direction.
Strictly speaking, this does not answer your question "Why it's called polarisation?"
but $\exists$ mathSEtymology question
dealing with it.
You wrote down the polarisation identity for a complex Hilbert space where the squared norm $\|\cdot\|^2$ is the quadratic form associated to the inner product
$\langle\,\cdot\,,\cdot\,\rangle$ being a sesquilinear form. Slightly altered it reads
$$\langle x,y\rangle\: =\: \frac{1}{4}\sum_{k=0}^3\:i^k\,\langle x+i^ky\,,\, x+i^ky\rangle\,,$$
this might clarify the meaning "when [on the rhs] the first and second arguments are equal".
This context is inviting to mention the (pre-)Hilbert space criterion for a normed space $(X,\|\cdot\|)$,
attributed to Fréchet, von Neumann, and P. Jordan:
$$\text{The parallelogram law holds for }\|\cdot\|
\quad\Longleftrightarrow\quad
\exists\text{ Inner product}\bigm\lvert \langle x,x\rangle=\|x\|^2\;\forall x\in X
$$
When strolling from left to right—the harder way—then one may get hold of the inner product via polarisation.