Same hardware, new name? I couldn't see anything that stood out as really different, spec-wise, from the A2ZS.
No "Dolby Live" (realtime DD encoding) like Intel's proposed upcoming solution, I noticed.
Could Creative's recent announcement been held back in the wings for some time now, and just waiting to counter whatever their potential competitor's (Intel, in this case) announcement was, in an attempt to steal their thunder? Do they think that customers will simply forget about Intel now, and rush to the stores to buy the "latest and greatest" several-year-old hardware from Creative? Is this pure PR and marchitecture in action?