That’s right, looks like MS is renaming WinFX to be .NET Framework 3.0 to avoid confusion.  Here’s what Soma had to say:

With this in mind we have decided to rename WinFX to the .NET Framework 3.0.  .NET Framework 3.0 aptly identifies the technology for exactly what it is – the next version of our developer framework.

I guess I can see their point.  At the end of the day, it’s just a name for packaging.  Since we’re in the topic of changing names, can we rename WCF back to Indigo? ;-)