This started in Version 17 of the Rift software. Oculus are not able to detect USB ports correctly.
My Rift has been connected to the same USB 3 port for nearly 3 years and it WAS always detected correctly. Since V17, the software says I have a USB 2 connection. It still works fine, but they should fix it. It doesn't look good for "leading edge developers" if they detect ports incorrectly.