Vapor chamber, basically the whole base of the heatsink acts as a giant flat heatpipe, sort of like that, correct ?

Regarding the renaming issue, i dunno man, i don't think it's wise and purposeful for ATi going this avenue when Evergreen family is still more than decent against competition, it will simply erode the goodwill from its costumers. It will be such a shame for them if with all the time afforded with Fermi's debacle, they just sit doing nothing and resorting to renaming & milking the market tactic.