Seems like both companies are taking cues from Creative.
The only thing creative about them is their marketing.
Rebranding old products happens all the time, I'm not even sure this qualifies as news. Still, the word should get out. Hopefully this time it'll actually have some effect on the company in question, but I doubt it.
The fact that they're trying to hide this is kinda sleezy though, but does it really come as a surpise?