It may be changed because the new cards aren't called GTX but rather RTX, and Nvidia may have thought that they need a new name that fits better with that.
Please excuse my bad English.
Currently gaming on a PC with an i5-4670k@stock (for now), 16Gb RAM 1600 MHz and a GTX 1070
Steam / Live / NNID : jonxiquet Add me if you want, but I'm a single player gamer.