They did, kind of. USB2, USB3.1 gen 1, and USB 3.1 gen 2 are 480mbps, 5gbps/DP-alt-mode and 10gbps/DP-alt-mode, respectively.
The problem is really that people won't remember that distinction unless they need to know it regularly, and unless you know to Google "difference between USB 3.1 gen 1 gen 2" you won't be able to figure it out.
All they need to do now is to drop the name USB in favour of SPC/OSB - Single Purpose Cable w/ Optional Serial Bus.
The whole thing makes a mockery of the core reason for USB to exist, which was so we wouldn't need a unique cable for each device. And so here we are...
Have you ever seen those names on a box or Amazon listing?
I have been told those names were not intended for the consumer. (And indeed "USB 3.1 gen 2" vs "USB3.1 gen 1", seriously?).
I think there is another set of names, also inconsistent and unparallel with each other or the first set of names, intended for the consumer, that nobody can seem to figure out.
More precisely: "Why don't they give them _reasonable_ usable names, and only one set so everyone uses the same one?"
This still seems to be an obvious part of the design of the product to me.
Initially, there was USB 3.0 at 5Gbps, USB 2.0 at 480Mbps, and USB 1.1 at 12 Mbps.
Then, when they added a 10Gbps mode, they called it USB 3.1 Gen 2, and renamed USB 3.0 to USB 3.1 Gen 1.
They already have plans for USB 3.2: 5Gbps will be USB 3.2 Gen 1, 10Gbps will be USB 3.2 Gen 2, and 20 Gbps will be USB 3.2 Gen 2x2. Yup, Gen 2x2 is next.
And there is no more USB 3.0 - presumably no vendor wants to have to sell an older number, so they rename them all so consumers are confused and think they are all the latest 3.x
At this point, I don't blame Apple for holding on to Lightning.
As soon as its phones go USB-C, they're going to have to deal with half a million people on the internet complaining that their junk shop cable doesn't work right or do what they thought it would.
