Like the article hits spot on right at the start, it has nothing to do with needing to differentiate Epyc somehow and everything to with differentiating the PRO versions of the consumer CPUs:
> was suddenly no longer available on AMD CPUs outside the company's Pro lineup
The PRO variants are just the standard consumer CPU sold at a $ premium for enterprise targets. They have remote management firmware enabled, get longer firmware and support lifecycles, FIPS certification, and, now, memory encryption over the consumer branded version of the same CPU.