It just seems that NVIDIA PR/Marketing failed in this instance. If they simply told reviewers up front that they were trying to bring higher end technology from prior generations to lower end cards of today, at a much lower price point, with much lower power consumption, and with more memory config options (and all the other goodies available like CUDA, PhysX, SLI, etc)...... and if they actually bothered to ask all the reviewers if they were interested in reviewing it (instead of just dictating who gets a card and who doesn't), then there would not have been such a big backlash about the rebranding thing.
Sometimes it pays to simply be honest with the reviewing community and the public about why you rebranded. Just say the obvious: we wanted higher performance and lower power consumption at the lower end price points, without needing to spend extra time/money/resources on a different design that may end up substantially increasing time to market required for a higher performance card at these price points.