The marketing may have lost the naming consistency of the last 2 generations of cards but if you think people who are buying higher end hardware just blindly spend money without make a remotely informed decision, thats just plain ignorant.

Odds are the 6870 will cost less than the current 5870 thus making it more of a 5770 comparable replacement ( as far as the lineup goes ) so I can care less what the cards are called. In the end its about what can a product do for the customer and how much they have to pay to get one into their hands. They can call a card the super duper epic fail over 9000 edition for all I care if its the right price and does something worth its weight in salt. Enough said.