The supply for ESP2 matches the mined supply of ESP1. Those who do not swap will have their coins automatically "donated" to the promotion of ESP through social media promotions, partnerships and other ventures to further the project.
Somehow I had in the back of my mind that those coins would be burned? Essentially you are making, what used to be owned by other people, yours again. I'm not quite sure if this is 100% politically correct?

I am not saying that you don't deserve these coins, but think about this case: Let's say you would have had a pre-mine of 1% in ESP 1 to use it for promotions etc., and 19% would have been mined in total using lots of computing power. So next you would pre-mine 20% for the swap, but only 10% would actually be swapped. And now you want to claim the remaining 10% as yours? This is essentially a huge additional pre-mine, I'm not sure if that is what you truly want. Which amount would we be talking about right now btw.?
You'll have to ask both them and Novaexchange, how much ESP1 was actually swapped, and how much ESP2 was left over. These "leftovers" can be spent on promotions, bounties, signature campaigns, contest on best ideas, best pictures, best logos... It can be used to fund external block explorers. Promotion promotion promotion.
You could ask someone else other than the team to hold these funds too, if they are all meant for promotions, or they can hold it all in one address that everyone can see. Currently, they are holding it all anyways. The idea is to give it all away.