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Not just "Latest Chrome". Chrome has been doing it for at least 2 years. I know, because I'm using it with it.

I think Chrome is mentioned as "Latest Chrome" because:

1) There have been so many versions and not easy to know what came when.

2) Most people get updated to Chrome latest automatically without any fuss.

That's correct. Chrome is practically versionless.

In fact, (2) is not as true as it used to be. This graph, http://cdn.arstechnica.net/wp-content/uploads/2014/07/chrome..., shows that about 6-7 percent of worldwide browsers are out-of-date Chrome installs, and the trend is for that to grow.