Actually, this change was already heralded by the decision to give HTC's new model the name HTC One (M8) for Windows, not Windows Phone. To top it off, last week we told you about a leaked confidential document that revealed Microsoft's intention to drop the Nokia name from its new handsets.
The picture of the phone was discovered on a microsite that was unlinked on the My Go web site. In addition, the picture is "stamped" CONFIDENTIAL - Internal Use Only. It looks like it is just a matter of time until Microsoft makes this official.
source: Neowin via WPCentral