That's my thought as well. Notably, A14 introduction was done similarly, without much fanfare. The more technically interesting stuff was presented later, during the Mac event. I think we will have something similar here. Basically, Apple's message is "A15 is still years ahead of the competition, and now you also get a better battery", enough for an average iPhone buyer. Their presentation are not necessarily targeted at the tech geeks...
Another thought: if the CPU cores are largely unchanged and all the difference boils down to more cache and maybe a different GPU, why would they claim a "new" CPU with new codenames? Avalanche/Blizzard are official monikers at this point, straight from the Apple's headers.
Regarding M2: the rumours of a 10-core GPU in M2 is consistent with a 5-core GPU in the A15. I don't think that later fact was ever mentioned by any leakers, and it certainly gives credibility to earlier leaks about M2.
I don't know if two efficiency cores is not enough. Asymmetrical CPUs on desktop is still a very new thing. Regardless, 2 or 4 E-cores won't make a huge impact in any case.