Not the first time its been shown: http://www.xbitlabs.com/news/cpu/display/20130422193800_Intel_Cans_Rockwell_Processors_for_Desktops_Spy_Shot_From_Intel_s_Roadmap.html
It could be a leaked slide from early development of the 'haswell refresh'. Its not like they choose the codename before they know what their plan is.
My guess is haswell didnt turn out as well as expected, and they are going to do a GHz bump and a few tweaks to carry them through, and then try their hands at a complete architecture revamp because Core I is near its EOL. Wouldnt be surprised if AMD rakes back some marketshare starting at the end of this year