Fury isn't an entirely new name, back when AMD's graphics division was still a separate company named ATi the firm sold Rage Fury video cards just before the turn of the millenium.
Radeon Fury would be AMD’s response to growing popularity of TITAN series. It is yet unclear how AMD is planning to adopt Fury naming schema. Are we going to see Fury XT or Fury PRO? Well, let’s just wait and see.
Picture courtesy of Vogons
Source: VideoCardz