At my age with many of my circle of friends having professional jobs and families, many of them don't have more than 1-2 house (usually closer to 1 hour) a day to game. They don't bother looking at reviews. Having a consistent naming scheme is a great help for them.
AMD are the ones that set those expectations on purpose in order to give consumer confidence in what they are purchasing. A consumer will know that for example a x870 would always be an upgrade over a previous gen x870. Same for say an x770 over a previous gen x770.
If AMD suddenly makes the 6870 a sidegrade (insignificant performance increase or even worse a performance decrease) over the 5870, they are in fact deliberately using their established naming scheme to screw over their customers. They set up performance expectations based on the name of the product. Changing it without changing the naming scheme would be deliberately misleading and an extremely dishonest and slimey proposition.
Ah yes, and the enthusiast/elitest snobbery finally shows up. If you can't dedicate hours of your life to carefully researching what you purchase you don't deserve to participate.
Nevermind the fact that from 3xxx -> 4xxx -> 5xxx AMD have carefully cultivated, reinforced, and nurtured their naming scheme such that consumers can purchase cards based purely on the name (as the vast majority of consumers will do) and know roughly what to expect in relation of previous generation parts.
Regards,
SB