https://www.cnet.com/news/at-t-is-proud-it-referred-to-its-upgraded-4g-lte-network-as-5g-e/

The change on Monday ignited a critical backlash from critics who argue that 5G E is really just an upgraded version of the 4G LTE network, and is more a marketing change than a technology change. Both Verizon and T-Mobile bashed AT&T, calling it a way to mislead consumers into thinking they already have 5G. The company has already run commercials touting 5G E across 100 markets. 

But AT&T Communications CEO John Donovan, speaking at a keynote address at CES 2019, said he's happy with the change.