Absolutely agreed. Who cares what they're called like? That just helps in referencing your card's specs to your friends or whoever. Personally, I only look at the # of stream processors (keeping in mind the difference between the ATI and the NVIDIA ones), memory size, bus bit width and clock. Do you really need anything else? As a sidenote, I think what NVIDIA is doing right now really sucks. I've respected them for lots of years, I even have a gtx260 (see? short way of making you see the specs of my card) as a primary gpu and a 9800gt (which is a 8800gt anyway) as a physx gpu (though I'm still waiting for more games to support the API, which I believe will be very popular in about a year) because I like the direction in which they're going (except making the physx API proprietary, that's just retarded). But confusing less knowing consumers, who will just see a name, have absolutely no more idea of what they're buying than "oooh that sounds like it's gonna be powerful for my games", is downright unfair and nasty. Not cool, and the perfect way to lose customers. C'mon NVIDIA, go back to your old ways. You used to be a cool company making cool tech, now you're just bullying people, and even supporters like me are getting fed up about it.