we already had the argument for the naming from a dozen other pages of posts in half a dozen other threads.
a few things are already in question, first is xfire compatibility, a 6700 is only compatible with 6700s. the only exception is the duel gpu cards which were given the name 5970, before then was the 3870x2, 4850x2, 4870x2. so duel gpu cars usually went into the same group, and it seems the 6990 is trying to do that again. SO if the top end cards are all called 6900s, 6800 is a perfect place for the gpu right below it. no need to skip that one completely simply because perf numbers dont match perfectly with the old generation.

theres also the question about chip size, that all things under the x800 were between certain sizes, and anything above that was a x900, and everything below that was an x700.

or theres power consumption ranges which is the same idea as chip size

in the end any buyer who goes out and buys a 200+$ gpu, a year after they just bought a 400$ gpu, deserves to a slap in the face if they dont spend a few seconds to research it. they have family or friends to help, or they can simply google it.

would people get mad is the 2011 model had less torque than the 2010 model? but had better MPG and more room and the same horsepower.

to summarize. since the reason for the name choice is unknown, picking the worse case scenario and acting like its a fact is probably just not very nice. there is no proof to back up any of the ideas, so just be happy with conspiracy, and no need to feel threatened or inferior (not saying you are)