Also from the Sennheiser site:
https://en-us.sennheiser.com/high-end-headphones-audiophiles-hd-820
"For audiophiles there wasn’t any doubt: When it came to circumaural headphones the very best sound required an open back design. This axiom has now been rendered obsolete by the youngest member of the Sennheiser Audiophile Range: The closed dynamic HD 820 employ an innovative technology that makes them sound breathtakingly transparent and natural. Developed and made in Germany, they offer an incredibly realistic, natural sound field and also stand apart by the extraordinary attention given to every detail of their design. Their soft comfortable microfiber ear pads are hand crafted, providing excellent attenuation of ambient noise, while the robust metal headband includes an inner damping element. Get ready for an unparalleled listening experience."
I think it's plainly obvious that Sennheiser is positioning them as their TOTL in the 800-series. It's plain from the price. It's plain from the numbering scheme (820 > 800). It's plain from the language they use to describe it above (particularly, "an unparalleled listening experience").
Instead of going back and forth dissecting marketing schinanigans, which isn't really a good use of anyone's time, it would be best to focus on if anyone has heard these at CES and try to get some early impressions. It was the first full convention day today, so hopefully someone can chime in.