In the past, NVIDIA launched the "3080" and the "3080 (12GB)" where the memory capacity and bus width was the major differentiator. (it also had like 3% more cores or something).

The RTX "4080 12GB" and "4080 16GB" were much further apart in cores (IIRC a 30% difference) and so naming them in the same category in a way that suggests the RAM is the primary difference, was widely seen as disingenuous.

Yes technically any consumer could lookup the specs, but that doesn't still make it a dirty and dishonest move.