Indeed, I'm looking at my "Freesync Premium Pro" monitor right now with it's nice shiny G-SYNC logo proudly displayed.
It's important to understand the underlying history behind the events that transpired, away from the ridiculous noise of the open FreeSync won over the proprietary GSync.
GSync was working as a driver level solution since day one, but only in laptops space, on desktops it needed a module because the usual run of the mill display controllers were absolute trash, they couldn't sustain the required specifications that NVIDIA deemed necessary for quality: Full Variable Refresh Rate (1Hz to 120Hz+), Variable Pixel Overdrive and Ultra Low Motion Blur (ULMB).
And since laptop monitors can't hope to keep pace with desktops quality wise, a driver level solution was deemed enough, it would also have the advantage of saving some display power (this is inherent to any driver level variable refresh rate solution).
On the desktops side, the G-Sync module was a way to force monitor makers to up their standards, and as time went by their standards indeed went up, several monitors shipped with quality display controllers, those could already be considered equivalent to the GSync module, so the driver level solution was eventually adapted to work with them, and we had GSync compatible displays.
With the advent of HDR however, the situation changed again, controllers needed to become more advanced to handle HDR colors + variable refresh rate, so a new module was necessary, the GSync
Ultimate module, to handle HDR1000+, Full Variable Refresh Rate Range (1Hz to 120Hz), Full Local Dimming, Variable Pixel Overdrive. The displays that can handle all of that are all GSync exclusive, because they only rely on the module to handle all of that. You can be sure that once regular display controllers will be up to the task the need for a separate GSync Ultimate module will disappear.
An NVIDIA GPU remains the only solution to handle any PC monitor, it works on all FreeSync monitors + the regular GSync monitors + the advanced GSync Ultiamte monitors + OLED TVs too. Any other GPU can't do that. The GSync badge is blasted over the decent monitors. Hence why GSync truly absorbed FreeSync.