Probably a new Kepler card that Nvidia wants you to believe is a really big deal when it's actually just a midrange card with a bunch of marketing dollars
Yeah that's a possibility for sure.
Either they are hyping this up as "the midrange, more affordable Kepler product is finally coming!" ... or it's "the beastly BigK is finally coming!"
I'm hoping for the latter (and most certainly hoping if/when the 690 is launched, it's not dual-GPU but instead BigK like the top of the line card should be), but expecting it'll be the 670 or 660.