It's more "Radeon is rebranding" and it's a big problem for them/us.
Tahiti = Start 2012 (7970, 7970GHz, 280X) till 2014
Replacement for Tahiti = Tonga (285 + 380 + 380X) = September 2014 = FAIL!!! (nVidia out GM204, massive performance/efficiency advantages), till 2016
Hawaii (290/x) = Oct 2013 = Awful launch = another REBRANDING GALORE (390/x), till 2016
Fiji = mid-2015 = very low interest compared to 390X, showcase GPU, Impact on sales ? Almost 0 = FAIL!!!
"AMD, The way it's meant to be rebranded"