Originally Posted by 2010rig
An 8970 for OEM's is still a rebadged 7970, yet people condemn NVIDIA for doing so, it's called hypocrisy.
What AMD is doing here is just like Nvidia did with GTX 300 series. OEMs wanted new numbers so they can brag about it in their specs. Nvidia wasn't in the wrong for doing that back then and neither is AMD for doing this now. It is something OEMs want done, what do you expect? For AMD and Nvidia to tell their OEMs that they're being dishonest? Not to mention at this point, it ends up the OEMs are the ones saying they have the new GPUs, not AMD/Nvidia.
However a rebrand like GTX 680 -> GTX 770 is different, as it is attempting to make people think it's something new. 6800k getting a new model name is a little ridiculous, and there is more changed in that chip than there is from GTX 680 to GTX 770.
All this does for everyone is make it more difficult to dissect what everything means anyways. I think a lot of people who can't read reviews and look at graphs instead are really angry that they have to do more than look at bar graphs to "understand" hardware now.