HTC Is Already Advertising the HTC One [updated with Photos]

I'm really not sure if anyone else noticed this, but HTC has already started advertising the HTC One. As I was watching the Real Madrid vs. Manchester United game, I noticed on the sidelines, in green and white text, that it says HTC One. Not HTC One X, not One X+, but just one.

At this point it is most likely that the so-called HTC M7 is going to be called the One, but do you think that HTC made a smart decision? And if they did, what will the next HTC flagship be called? Has HTC finally got their naming scheme together, and will marketing play the leading role in the re-birth of HTC?

Update: here are the photos I took during the match. Sorry for the bad quality.