Kaby Lake brought a 10 to 15 % improvement in mobile due to higher clocks and ability to maintain turbo longer. Recent ticks and tocks after sandy bridge brought very similar increases (sometimes probably smaller) in performance. When I recently bought a laptop for my wife, I made sure it was KL due to the higher clocks and overall better performance. I think I am also intelligent enough to make a decision based on actual performance rather than based on marketing.
Again, It's like you are not reading what I'm writing.
Let's do a virtual experiment.
Let's say you're part of the team in Intel which tests CPU's for the binning process (There is a team like, pretty big actually, they write the software to automate the process).
Let's say you are working on a CPU manufactured by Intel in the xx Process (The name doesn't matter).
Now, you build histogram of the speed and power consumed by each CPU out of the Fab per each month.
You do it for 4 years.
What do you expect to see?
I will tell you what you will see.
Let's assume the distribution is approximately Gaussian.
Hence you define it by Variance and the Mean.
With time the Mean of the speed will rise, the mean of the power will go down (Per speed) and the variance will get smaller.
Till now it happened (I can promise you that) on each and every process Intel used,
Each of Them!
You saw that once with Haswell but in small marketing scale.
Till now, Intel has never used that as a "feature" since they had better things to show.
But now, when they have little to show (Process wise) they use it as a marketing feature.
That's what I'm saying, the improvement is there.
It has always been there in some ways.
When you play cards you can only play with the ones you have.
Intel, currently, doesn't have new process to show, so they market the regular over time improvements as a feature.
Funny thing is some users here sell it even better than Intel as this is the best thing ever.
The next step is, we never want to move to 10nm, we want 14+++ and then 14++++ .
This is just silly.
Intel markets what it can at this time.
It wished it could market better things like a real new process with much better performance.