For AMD 2017 appears to be brand reset year. If Vega and Ryzen were designed to bring extreme performance per dollar benefit to the market, AMD may want to cut loose from previous years, and very bad brand appeal. I do not know if this makes sense, from marketing point for you guys, but Using Radeon RX Vega name for brand new, from scratch architecture, according to Raja Koduri, himself, is good way for doing it. It shifts the perception people could have about Radeon brand to something new, fresh.
And Vega is very strong, very easy to remember, word.