Well, the difference between a ROG GTX-580 and a ROG Rx-580 is a lot less clear. Not to mention that you have things like the Zotac ZT-P10710G-10P, or other cases of the alphabet soup of model numbers, as well as things like Windforce OC 8G (Note that that Gigabyte card doesn't have much in the way of clarification as to which chipset it's using, until you get to disecting the model number Gigabyte GV-N1080WF3OC-8GD)
Now, I think GPP was a grab at established brands with goodwill. But if Nvidia demanded clearer names, like requiring that the marketing names and/or cooler shrouds be clearly delineated (for example, having the Nvidia logo/name on the shrouds of their cards, and adding Geforce to all the marketing names), without grabbing the brands exclusively, I could get behind that. What is important is that from what I heard, they weren't refusing to do business with anyone who didn't join GPP, but were merely moving them down in the stack, relatively speaking. I'm also not sure if it demanded their only gaming branded stuff be Nvidia (Really wrong), their current flagship gaming brand be Nvidia only (Still wrong), or that Nvidia have a exclusive gaming brand, new or existing at the partners discretion (slightly wrong, mostly neutral).