Ask HN: Why do tech companies have such confusing naming schemes?

While marketing aside, I’d love to know the psychology and rationale behind computer manufacturers and tech companies complicating naming of their products lately. While at one point it may have suggested incremental updates, lately the complete abandonment of the series itself in a short span doesn’t suggest what’s the latest one to buy (assuming that’s the marketing goal). I’m wondering what is the rationale behind it all.