It's possible that these will be mobile variants or the 12nm change over products.
If it is a straight up naming change, this would be nothing new, both AMD and nVidia have done this, as well as the OEM only series. How many generations did the GeForce 8800 live on? 3? 4? I do want to mention though that the 290x to 390x and other GPU's were not a straight up rebrands, there were memory, clock speed and a few other changes made. It wasn't ground breaking changes, but going from 4gb VRAM to 8gb was a good move.
Rebrands are just placeholders until delayed products are ready for the market. Maybe they decided to forgo the 12nm and make the jump straight to 7nm. Maybe an indication that 7nm is closer to being ready than we thought? So much to speculate about here.