Full HD and HD1080: What's the Diff?

As we were walking out of the Hitachi booth, we saw this stand of Plasma displays, where one row was marked Full HD and the one above it was labeled "HD1080" We were immediately confused. Doesn't HD1080 sound like 'Full HD"?

WTF? If we are confused by this, and we're dealing with this stuff every day, what's going to happen to the innocent consumer just looking for a nice new HDTV? While claiming to simplify the issue, Hitachi has made for some murky waters ahead.

Update: Here are the numbers for those so inclined:

Full HD = 1920 x 1080

HD1080 = 1280 x 1080