Unfortunately for AMD we've already heard this one before with the FX CPUs. They can name it whatever they want as long as it puts up the performance.

I can't wait to see NVIDIA face when AMD launch R9-390X with 8GB and when they made mistake in calculation and expectation to people pay same money for weaker 980Ti than R9-390X. That would be fastest replaced card in history with unlocked GM200 with improved clock. 
Hahaha... they will stick CUDA cores with superglue and hurry with Pascal news. 

He's just saying, bring on the price wars! If AMD can actually outdo Nvidia for a change. I don't expect them to, however. I'm no fanboy, but I haven't used an ATI card, well... ever actually. I believe the last one I actually recommended to a friend was the 850 XT PE. I don't mind paying a little extra for better performance and a better experience overall. I actually love Shadowplay and have no issues with GFE, but I'd love cheaper cards if AMD can force some real competition on the high end.