We should have gotten a clue from the name that apple gave to this release.
It's not "MAC OSX" Lion, now it's only "OSX" Lion.
First, they dropped "computer" from their name, demoted the Mac to being another appliance and now they killed the "Mac" in their OS. I don't want to go into crazy speculations, but it doesn't look good looking into the future.
I think you're looking too deeply into it. Even as the iPhone was getting ready, they started re-inserting the word "Mac" into all of their Mac product names. iBook = MacBook, PowerBook = MacBook Pro, etc.
The Lion "About This Mac" pane still refers to it as Mac OS X.
It's just a matter of official name, short name, nickname etc. In their videos, they simply refer to it as "Lion". I mean not everyone calls is "Microsoft Windows XP". More often just "Windows XP" or simply "XP".