It used to be that distinguishing the CPUs of different computers was quite simple. Intel had its Pentium for mainstream stuff and Celeron for budget stuff. Pentium 4 was after Pentium 3 which was after Pentium 2 which was after Pentium. AMD also had its Athlon and Duron brands for mainstream and budget computers, respectively.
A 800MHz Pentium 3 was virtually guaranteed to be better than a 750MHz Pentium 3. A 1GHz Celeron was guaranteed to be better than a 700MHz Celeron, etc.
Nowadays, we have Core i7, i5, i3, Atom, Pentium Dual Core, Celeron, etc. and AMD has Athlon, Phenom, E2, A4, A6, A8, A10, FX, A, E, C series, etc.
And there are also different generations too - all while retaining the same name. How is the average shopper supposed to know that the 3.5GHz Core i5-4670K is actually far superior to the 3.07GHz Core i7 350? Or that the latter is similar in performance to the 3.4GHz Core i3-4130?
And no, average shoppers aren't going to bother with consulting benchmarks or learning about the differences between architectures, pipelines, cache sizes, levels, etc.
The whole thing just seems like one big giant mess.