I can understand why NVIDIA wanted to rename the card to match the current numbering system. For someone just starting out, it is much easier to look and see 250, 260, 280 etc and understand where the card falls into the current line up. Not everyone spends hours studying the reviews and BFG Tech's website before buying their next card. After saying all that, it is disturbing that the same card is being renamed a second time. Why not be up front about? And just say, here is the 8800/9800GTX+ slightly updated, under the current numbering system. Test it, but basically it is still a 9800GTX+ which is fills a needed price point. NVIDIA, just come clean and don't be silly. I currently own five BFG video cards, four in use and one headed for ebay. I switched from ATI due to poor driver support and have not looked back until now. With the recent actions indicating that NVIDIA is not worried about the consumer, then less support could be the next.