You aren't looking at the issue correctly. Back in the days when GPU manufacturers could simply increase the power usage of top-end cards to achieve more performance, people didn't care about power consumption.
That isn't the reality anymore. New chips must be more efficient because there isn't any room for power consumption to grow (on top end cards). Thus, if a card, like Maxwell, can achieve the same amount of performance using less power, the manufacturer can then scale up performance using that extra power.
If AMD cannot reduce power consumption at a set level of performance, AMD cannot scale performance any higher (at least without process shrinks, which are obviously becoming fewer and farther between).
The reason people should be disappointed in Tonga is because it isn't much more power efficient than its predecessor which launched almost 3 years ago. Taking that to its logical conclusion, AMD doesn't have an architecture that can scale power down to open up room for additional performance at the high end . . . and Nvidia may not have as much pricing pressure as we would all like, assuming Maxwell 2nd gen delivers the same efficiency gains as Maxwell 1st gen.