Sure they did, nothing is better for marketing than disappointment.
To be fair i thought it was a dual GPU card at first as well, but that is probably more due to the headline being 1070 DUAL GPU instead of 1070 DUAL, the actual name of the card.
Dual seems to be the new range below Strix and to set it aside from the triple fan coolers of that range. If you remember the DC range I would hazard a guess that the DC was short for Dual Cooler (or cooling or whatever).
The actual name of the product is "ASUS GTX 1070 Dual", the GPU part is what OC3D added in the actual news story. So no asus is not confusing anyone, OC3D is