Yeah, this is a typical marketing thing. Engineering point of view, it'd be better to just say 13W TDP, 10W cTDP Down, and 7W SDP.
But are they increasingly more desperate? Probably not. According to http://www.anandtech.com/show/6536/arm-vs-x86-the-real-showdown/13, the TDP of Exynos 5250 Dual can be 8W (4W CPU + 4W GPU). Now, the question is could the "7W" IVB core outperforms A15 core by 2?
They seem to be increasingly more desperate, and are starting to lie about how good their new chips really are, as a consequence of that:
What are the engineering and design challenges in creating successful IoT devices? These devices are usually small, resource-constrained electronics designed to sense, collect, send, and/or interpret data. Some of the devices need to be smart enough to act upon data in real time, 24/7. Are the design challenges the same as with embedded systems, but with a little developer- and IT-skills added in? What do engineers need to know? Rick Merritt talks with two experts about the tools and best options for designing IoT devices in 2016. Specifically the guests will discuss sensors, security, and lessons from IoT deployments.