I’m not saying I like the new naming scheme but Meteor Lake is differentiated with the “Ultra” moniker.
The refresh also has the word “refresh” in its name- it’s not attempting to hide the ball.
Where does it say "refresh" in the model name? If the only differentiator is the "ultra" moniker indicating a new generation, why doesn't AMD's number format, which clearly indicates which generation it is, count? Is there any indication to the customer that the ultra SKUs are actually a new generation and not just ultra performance, or ultra efficiency, or ultra marketing? I'd much prefer that refresh SKUs don't get new labels (outside of maybe a + or something) and I don't think anyone is just giving AMD's numbering system a pass in this regard (they actually got plenty of criticism when they unveiled their numbering scheme). Unfortunately, Intel's and AMD's biggest customers want updated numbers to help them sell systems. What people are calling out is Intel's not only blatant hypocrisy on the matter but also their disingenuous comparison points, these types of things are usually what people get upset about in terms of marketing, not whatever arbitrary naming system a company uses for their products.
I honestly don't care that much as marketing for every company is always shady at best and outright liars at worst, but if you don't expect people to call out a company for criticising a competitor for doing the same thing they've done many times before and plan to do again, I don't know what to tell you.