NVIDIA's board partners have talked NVIDIA out of screwing over consumers by rebranding the 8800GT again. At least for the time being.
Instead of renaming the 9800GT to the GTS 240, NVIDIA is going to have partners shove new versions of the card down your throats. They will keep the "regular" version of the card, and also start offering a green edition which will be powered by the PCIe bus instead of the power supply and an overclocked model clocked to the same speed as the 9800GTX with less stream processors.
The folks over at TC Magazine couldn't have said it any better. "We'll try to contain our excitement."