I'm not sure about the re-brand report, but if it does happen, it's likely the 5770 would become 6670 as evolucion8 said.
ATI's engineers have been really impressing us the last few years, I would even dare say ATI has the brightest GPU engineering team in the world right now. With their relatively meager GPU R&D spending compared to NV, they are able to produce some excellent GPUs, and in a timely fashion. NV has fallen back recently, I believe partly because of their arrogance and insistence on producing large, hot, and extremely complex designs, as opposed to ATI's balanced and elegant approach.
Honestly, I don't see NV being able to compete with ATI in the Desktop market until maybe the release of Fermi 2 on a 28nm process, which means around Q4 2011. And even then, they may be up against Radeon 7xxx series cards.
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