The 580 was not a rebrand of the 480, it had more cuda cores (512 vs 480) and a higher clock, it also ran much quieter and at lower temps than the 480.
Also, as far as I remember there was no GTX 390, while the 3xx series where a rebrand of the 2xx series, there was never a flagship release, cards in the 3xx series we're mostly only available to OEMs, and nvidia all but skipped the 3xx moniker and went directly to the 4xx series, they did the same thing with the 8xx series.
Back on topic, yea, this is basically a poor photoshop of the 1080 Strix, I should know, I have two of those cards, the specs might also be off but we'll find out soon.
I recommend extreme caution preordering any of these cards, until we have official confirmation from Nvidia about the 11xx or 20xx series, whatever they decide to use.
On a side note, I have no preference for a specific numbering scheme for the new cards, all I want is an upgrade to an architecture that has been around over 2 years already...