To be fair, the vast majority of Apple products don't have versions or generations in their name, so the iPad 2 was the anomaly really. It's only really the iPhone which has a number in its name and even then this didn't reflect the actual version or generation until the 4 came along, as the original one didn't have a number at all, the second gen was the 3G and the third gen was the 3GS. Only with the 4 did the number actually represent the generation.
The official name of the new iPad isn't "New iPad", they're just calling it that in marketing material. They've reverted to just "iPad", but it's the third generation, just like they do with all the iPods.