Why udev is renaming interface to a name other than what its mentioned in '70-persistent-net.rules' file ?

Issue

• udev configuration file- /etc/udev/rules.d/70-persistent-net.rules has below rule;

SUBSYSTEM=="net", ACTION=="add", DRIVERS=="?*", ATTR{address}=="<MAC-ADDRESS>", ATTR{type}=="1", KERNEL=="eth*", NAME="eth0"

• System has /etc/sysconfig/network-scripts/ifcfg-eth0 file in which DEVICE=eth0 and same MAC address as that of above udev file is mentioned.
• Still after reboot , interface is coming up with name eth4. Why ?
• dmesg has a log stating, udev: renamed network interface eth0 to eth4