This reminds me of when the iPhone first came out. Back then, most phones from other manufacturers had an assortment of random names and model numbers that carried no hint as to which one was better or newer. Meanwhile, iPhone N+1 was obviously better than iPhone N.

Samsung quickly learned to play the same trick with their yearly Galaxy S and Galaxy Note releases. That decision probably contributed to the market share they've been enjoying.

The confusing names can be good for big box stores because they prevent comparison shopping, if every store gets their own SKU then they can offer to beat competitors' prices without ever having to do it. Although for phones, they were mostly handed out by carriers at the time and people didn't shop on their own.