I think people are tired of the name game already. With 15~20% extra performance and basically no new features, not even hd audio bitstreaming support like on gf104, the gf110 hardly deserves a 500 moniker. Yet most people seem to just let it pass because it's Nvidia and that's what they do.

As for the 5970, I'm inclined to agree that it's not as good a solution as a single GTX 580. Crossfire support is flaky at best, and minimum framerates suck according to reviews. The fact of the matter is that it's outdated now, soon to be replaced, and not a good buy unless with considerably lower price. I see it can be had for 390€ in Germany, while the cheapest GTX 580 are around 450€. Now that's a price low enough for a 5970 that makes you reconsider buying a GTX 580. And I suppose that's the idea too, AMD dropped the price for a few SKU just to make GTX 580 look worse, even though the 5970 stock will be sold out in no time.