Although the HN title (currently) says "Ipad 3", Apple seems to actually be calling it the new "iPad" (edit: "new iPad", not "New iPad"). It's a bit confusing: next year, is it then the "old iPad"? But, we don't really have that issue with many other Apple products (iPod nano, all Macs, etc) that use the same naming scheme. So we'll see how bad it actually ends up.
It looks like they're just calling it "iPad" now on their website. It's an interesting idea; maybe they plan on always calling the current one "iPad", and renaming the old model something like "iPad 2012" once the 2013 "iPad" is released.
Although admittedly we already have that with most of their other devices ("do i have an early 2011 MB or was it the mid-2010?") and it's not like other vendors are much better in this regard.