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But the article isn't hiding the fact that the numbers are estimates. People are curious how the new cards will stack up, and this article provides the best evaluation of that given the information they have available.

The clock rates, number of CUDA cores, memory size/type etc in the new cards aren't really "imaginary marketing numbers". NVidia could have changed their hardware so they could put bigger numbers on paper without corresponding real world performance gains, but that's a big assumption for you to seemingly take as fact.

No one minds comparing some products as guesses/estimates/extrapolations with some products as being real performance figures. So long as it's clear which products have which type of figure.