Yes, while Nvidia 8000-9000 and ATi 2000-3000 were very similar, they were much more than rebadges. Sure the 8800GT became the 9800GT and the 8800GS became the 9800GSO, but that's it. Everything else were new cards that just had similar performance (much like the 3870 = 2900XT performance, but completely difference cards). This is virtually a wholesale reproduction of the AMD 7000 series. The handful of new cards are in the lower end of performance anyway. Thank goodness it's OEM.
if you consider G80 as the 8800 series than sure... it was somewhat different,
but if you consider the 8800GT and GTS 512MB, than not really, it was basically a rebrand, same chip small clock bumps...
sure they later moved the G92 to 55nm, but they didn't really improved or changed the design, performance was the same...
from R600 to RV670 there was a big redesign with the ring bus thing, memory, DX10.1 and UVD support...
the fact that the same model (9800GT) had both the g92(65nm) and the g92b(55nm) without any difference, and the same actually happened for the 9600GT (g94 65 and 55nm)... the GTS 250/9800GTX+ was pretty much a higher clocked 9800GTX/8800GTS (the g92 model, not the slower g80 8800GTS)...
but we are not talking about OEM in this case, AMD last major renaming was the 6700 series
to be honest if you look at the GTX 500/400 series there is a lot in common, if you compare gf106 to 116 and all that stuff, and now the gf108 cards (GT 430/44) are still being sold as GT 630
anyway, mobile and OEM was always bad...
let's see what's going to happen with retail, the 6700 was also supposedly OEM only in the beginning