Don't really see all the fuss tbh, unless they put £100 on top of the price of the old cards.
It's a new naming convention, it'll have a new box, newer bios, new cooler, perhaps even some improvements of design faults that no1 is interested in.
Sure it's new. Today u can't get one, when it's launched u can.
By this time, it'd be obvious by looking at all the 2xx series cards by number how they perform in relation to each other. Leaving old style names on cards u still make and sell adds confusion to the whole thing. Now u`ll see 2x0 and now what to expect.
I'd expect them to be sub £50 more expensive than 9800GTX+ for the first month or so, then settle down. That's always been the case with nVidia products.
I do admire how Expreview post the article in a TheInquirer fashion as if the company are doing underhanded stuff.