If the market rewards the business for using the marketing tactic, then can you blame the business for giving the market what it responds to?
But if the business is using marketing tactics to confused consumers who do not spend hours researching products, then can we as consumers not blame the business for harming our fellow less well informed consumers?
I think its all about your point of view, personally I make a distinction between understanding a decision, agreeing with a decision, and liking a decision, neither is mutually exclusive.
However, while there are many of nVidias decisions that fall into the category of decisions I understand but do not like, product naming really isn't something I can be bothered to care about, if they want to disappoint customers who 'upgrade' (8800 -> 9800), then it will let that be their problem.