Worth pointing out: 4th Edition is not actually the fourth edition of D&D. It's actually the... 6th? 7th? 8th? Depending on how you count it.
7th, I think:
1) OD&D
2) B/X D&D
3) BECMI D&D (later reissued as the "Black Box" and "Rules Cyclopedia", but these are just a repackaging of the same info, not a true new version)
4) AD&D 1st Edition * (post "Unearthed Arcana" and the two "Survival Guides" might or might not be considered a 1.5 Edition)
5) AD&D 2nd Edition ("Player's Option" may or may not be considered a 2.5 Edition)
6) D&D 3e (later revised as 3.5e)
7) D&D 4e (later revised as Essentials)
* I've placed 1st Ed 4th on my list, but that's an arbitrary choice; #2/#3 and #4/#5 were parallel developments.
In some ways, it's a shame that WotC decided to declare that 6th version to be "Third Edition". Still, given that they did so, and we've since had a decade of speaking of 3e and later 4e, it makes sense that the next version would be 5e.
If would want, try counting like this:
0) OD&D - a prototype if you will
1) BD&D - the B/X and BECMI development path
2) AD&D - both 1st and 2nd Editions
3) 3e
4) 4e
And given that their big goal for 5e (see what I just did there?) is to unify the base around a system that finds inspiration in many previous versions of the game, it makes sense to change up the terminology.
That's fine, but for two things:
- If they're going to change the terminology, they need to make a clear statement about what they're going to call it. Otherwise, we get 5e, "D&D Next", or whatever else. We're going to call this new version
something, so if they want to decide what that is, they need to be proactive in calling it that. (And "we're just calling it D&D" won't work - we're going to call it something that differentiates it from the previous versions.)
- They also have to accept that
whatever they choose to call it,
we're probably mostly going to call it 5e. Hell, we've been calling it that since before 4e was released (or, actually, even announced). Trying to call it anything else is probably a losing battle.
Just because you're being marketed to, doesn't mean WotC is doing anything underhanded. Marketing, when done properly, is just presenting your product in a way that emphasizes why it should appeal to your target audience.
Of course.