I agree about the naming schemes, its seems shady to call a mobile gpu the same as a desktop product because most people will not understand that the mobile version will typically be much slower. Its very deceiving.
I think it would be cool to have a little honesty:
"This mobile GPU will perform very much like a desktop HD3870. So we are designating this as an HD3870 Mobile"
May not mean much to the average PC buyer, but at least they could decide to research it if they like.
Rebadging old tech is really starting to piss me off too. So much so that I'm not planning on buying ANY manufacturers card for a while. Also the tiny incremental improvements make it a waste of time to upgrade from a previous generation.
I went from an 8800GT to an HD4850 and have noticed very little difference. Sure, some benchmarks are better, but actual computing and gameplay are about the same.
On the other hand, I noticed a HUGE difference going from a Phenom X4 9850 to a PII X4 940. Vast improvement.
But then, CPU naming schemes are freakin stupid too.