Actually, 10-30W can make a difference to OEMs. But it probably doesn't matter to a typical desktop user. 10% power doesn't mean jack for the desktop. Yeah. This is obvious. However, one has to consider the big picture.
People saying that 20-30W doesn't mean anything for desktops don't really get what's going on.
GPUs are created for mobile first and scaled upwards for mobile, data center, corporate use, all the way up to servers. You bet your A-- that performance per watt matters for all of those segments, but maybe it doesn't matter to Joe C. Desktop user.. Kepler was mobile first and scaled all the way to the 780ti. Hawaii starts out as a mobile part and scales up to the 290X. So on and so forth. Mobile graphics in the long term is far, far more profitable for everyone that can make a dent in the market; i'm sorry it has to be said that AMD has suffered significant losses in the mobile dGPU market because their efficiency has been quite frankly, horrible, compared to Kepler in prior years. Also, nvidia did not do well at all with Fermi, that was (in my opinion) why NV was really motivated to focus on efficiency with Kepler. Remember, NV is using the Kepler technology in everything from mobile dGPUs to tegra, and while tegra hasn't sold billions of units...their mobile dGPUs with Kepler have done very well, all because of the efficiency.
This applies to INTEL as well. Why do you think all of their parts are performance per watt focused? Duh, mobile first. For high performance oriented mobile ultrabooks and portables such as macbooks, intel is bar none the best. This is why efficiency matters. It scales up from the mobile parts, data center parts (YES, performance per watt MATTERS here), corporate sales, all the way up to the desktop. Intel gets it. Nvidia gets it. AMD gets it as well, but they just haven't delivered as well. Some of the fans who talk about 20W not being a big deal DON'T get it.
This is where I think Tonga comes in. Efficiency first and it will certainly be used in mobile designs. If the efficiency claims are true, then that will be AMD's start for making a dent in the mobile dGPU market again. But it all comes down to software. AMD's dual graphics mode is assinine compared to optimus, hopefully AMD can get this up to par. It hasn't been good for several years now.
Why do you guys even THINK that everything is based on efficiency now? Use your common sense. Everything is scaled from the bottom up , and the mobile parts DEPEND ON EFFICIENCY and performance per watt. Performance per watt may not mean JACK SQUAT for a 250W TDP dGPU, but I assure, if AMD's efficiency is garbage for the low end that means they will not be selling any mobile dGPUs. And they really haven't sold any in recent years - I do hope Tonga is successful in this respect. It'll take a combination of good performance per watt and correction of AMDs dual graphics mode for mobile GPUs. I really feel like while Tonga will be an interesting desktop part, the bigger picture will be AMD applying that same technology for mobile dGPUs and applying some of the power optimizations to their next gen APUs.