I'm surpised that ther was no tie-up (and resulting name-tweak) with Crytek given how it could have easily been branded instead.
Maybe they don't want to risk associating it with Crytek and the upcoming Crysis Remastered though, in case the hardware couldn't handle it (although I guess if the partnership was short-lived, it would have to be rebranded to something else later on anyway).