It's not too confusing, I think it's mostly that they're in the process of changing the naming.
- Bard: Retiring this name - Gemini: model name (honestly less confusing than just calling it "GPT") - Gemini Advanced: More capable gemini model - Gemini Ultra: Most capable gemini model - Gemini 1.0: They version their models together, gemini has hit 1.0 ad is (supposedly) ready for prime time