They haven't taken a previous high end part name tho and then released something overall slower.
If the 6870 was their 'high end' for this gen then fair enough, and they'd deserve to be slaughtered for it... but it isn't.This is only an issue atm because the 3 high end cards aren't out yet.
I agree that it is liable to cause confusion, but any semi-capable pc user should have enough common sense to check first before buying. If they don't then it's their own fault.
Still, AMD could have saved a lot of bandwidth for pc forum owners if they'd just held the 68xx cards back until the 69xx were ready for release & put all 5 out at the same time.