Now news emerges that Intel will fix this issue by renaming its upcoming from "B350" to "B360". This chipset is expected to launch in 2018, while the first Z370 based motherboards for Coffee Lake are expected later this month.
There's also unofficial confirmation that Coffee Lake will not be compatible with current 100-series and 200-series motherboards. The new architecture uses the same LGA1151 socket but reportedly has a different alignment.