I just completed my first test on my 13" TB i7 3.3 GHz 16 GB. After getting it, I ran the battery down to zero then charged it overnight. To test it, I played five YouTube videos continuously with screen brightness three levels down from max and keyboard light down five. Power draw was about 9-10 watts whenever I checked. The battery gave out at 5 1/2 hours.
I agree that it's partly related to software, but the battery is what it is. I'm going to wait and see how much Apple can do with an OS or firmware update. I don't want to go through the trouble of installing all my apps and moving data until I'm comfortable that the battery life will be acceptable. I'd love to get 10 hours in regular use (Word, Mail, Evernote, Excel, Safari) and would be fine with 8-9, but anything much less than that won't do.