AMD decided to kill the ATI brand after they made some studies which showed that people don't care too much about it. In case you didn't know, ATI has been bought a few years ago by AMD, because it wanted to enter on the market of graphic cards (and AMD considered that buying ATI and starting a fight directly against NVIDIA was the best option).
Starting from now, every new card which will be released by ATI AMD is no longer going to be called ATI. This is a bad news for some people who really liked the ATI brand, as they might now consider of turning to NVIDIA. Or....not. But, anyways, I don't see this as a quite intelligent move made by AMD. First graphic cards to be named AMD are going to be launched later this year.
OK, this is going to be really weird. How can you say AMD Radeon 5870?