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:
Blog Make a Frequency Plan Tom Burke 17 comments When designing a printed circuit board, you should develop a frequency plan, something that can be easily overlooked. A frequency plan should be one of your first steps ...