This became obvious with the launch of Nvidia's Blackwell accelerators a year ago. The chips boasted 5x the performance uplift over Hopper, which sounded great until you realized it needed twice the die count, a new 4-bit datatype, and 500 watts more power to do it.
The reality was, normalized to FP16, Nvidia's top-specced Blackwell dies are only about 1.25x faster than a GH100 at 1,250 dense teraFLOPS versus 989 — there just happened to be two of them.
Sounds like Nvidia is trying to pull a Multi Frame Generation style misleading promo tactic with enterprise GPUs too.