I was curious about that too - Saks has the same bag and actually calls it ASH available for pre-order (and F&F discount!) but it looks a lot darker than the Ash we've seen so far. I know Saks colors are always computer generated and horrible.
Ding, ding, ding! You just hit upon a pet peeve of mine. Why can't they just give it the proper style name and color name? Heaven forbid, it just may increase online sales if someone searched and it actually popped up correctly. I think they really botch up the Jimmy Choo bags the most.