ATi seems to really be on top of their game now, generating more and more momentum as they progress forward.
My guess is that the 5970 moniker refers to the 5870x2 and I have to admit, I prefer the newer nomenclature if this is true.
I thought nVidia did a good job naming their GTX 275 sandwich a GTX 295 as opposed to GTX 275x2. The "9" denoting a higher class of performance. Perhaps AMD's marketing division is beginning to sense that as well.
One has to be left wondering that with such a scalable nature for ATi's latest cards (4000 series and up) whether or not nVidia can continue to combat their price/performance deliveries with ones of their own. I suppose it truly is somewhat of a "do or die" moment regarding the launch of Fermi.