The mobile processors that were previously known as the Snapdragon 618 and the Snapdragon 620 are now known as Snapdragon 650 and Snapdragon 652, respectively. This is not how we typically see products rebranded. Normally, such as the desktop GPU market, individual products are carried between generations, and their model number is incremented to reflect that. This case is the exact opposite: Qualcomm feels that the new products are numbered too similar to existing models, so they're widening the gap between them.
An SoC is only useful if it is installed in a compelling device, though. While I would hope that these sorts of branding changes influence consumers more than device manufacturers, there exists a part of me that wonders how much this rebranding will affect their amount of design wins. You would think that bumping a model number up a few digits wouldn't affect experimentation at Samsung, LG, or other phone companies. Yet, it might, and that would be interesting to see. Either way, it should affect the semi-enthusiast phone users who buy based on breakdowns of tech specs.