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US retailer lists RX 9070 and RX 9070 XT starting at $649 and $749 — March 6 launch date confirmed
(www.tomshardware.com)
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I'm pretty sure you're right with respect to AMD. I vaguely remember Vega was when they started getting recognition as a viable competitor, but Nvidia was still coasting on goodwill from the absolutely fantastic 10 and 20-series cards. So AMD renamed to seem "better" as well.
Nvidia's numbering was super weird, though. They had been climbing the "hundreds series" right up until the 10-series, then for some inexplicable reason decided to go to 16s? Those didn't get such a great reception, so they went straight to the "thousands series", probably to enact a "customer reset" for the new RTX line. But I half expect them to jump to a 100XX card in a couple years.