I really don't think now is the time for Nvidia to just drop the GeForce branding and go with some new gobbldeegook naming scheme/brand name, that will only confuse newcomers.
I know it's likely being changed just to fool new folks into buying the new cards.
Mankind, in its arrogance and self-delusion, must believe they are the mirrors to God in both their image and their power. If something shatters that mirror, then it must be totally destroyed.