By your logic, why the hell is HD 6870 not named HD 5890?
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It depends entirely upon the chip design. Right now the 6800s are, according to rumor, new designs with
less but more powerful shaders than the 5800s and thus more than worthy of a new name. The aspect we should be criticizing about AMD's naming is the fact that they're changing the naming schemes around and going with 6800s and 6900s instead of 6700s and 6800s.
If GF110 is just a complete GF100 then I'd agree its really not worthy of a new series, but nVidia will label it as such for marketing purposes.
If its a decently altered design like the GF104 and can deliver the performance then maybe it will be worthy of a new name, we'll just have to wait and see.
Although if the GTX580 is a dual GPU solution then I won't know what to think. Performance would be excellent for a single card solution but its a dual GPU solution...