More than that is the injection molded shrouds and backplates on many of the cards in question, not to mention reboxing and recalling existing/shipped inventory.
Most of them just say "GeForce" or "NVIDIA", most brands didn't mold numbers into the shrouds/backplates (because until the launch announcement, they have no idea what the SKU placement for any particular chip will be in the first place).
It's a mess but no need to make it out to be worse than it is, GN already confirmed that NVIDIA is compensating partners etc.
If it is a simple rename, they can just prefix a new sticky label on top of the "4080 12gb" with "4070" for an example.