My bolding in the quote above (didn’t want to cut out the context).Performance per watt? Yeah it is good. Sadly nvidia has more or less moved the goal post these days so folks aren't really talking much about straight raster any more, everyone is on the RT + DLSS 3 bandwagon. So the actual performance improvement going from say a 3080 Laptop to a 4080 Laptop isn't that great when looking at raster and 1080p (where these newer high end GPUs are CPU limited at lower resolutions).
The reason "everyone" is talking about new software features is that hardware capabilities are stagnating hard with the slowdown in lithographic performance improvement. The hardware vendors have to sell features and the tech sites that depend on advertising have to promote it. "Everyone" = "hardware commercial interests".
To support this Nvidia funds inclusion of their software features in high-profile games, but even now only 3-4 games out of my library of 250 in GoG and Steam support RT, and I don’t use it even there as I prefer to spend that performance potential elsewhere.
But what about the future? Well, we know the future of the underlying lithographic technology pretty well. The step from TSMC 5/4N to 3N to 2N is outlined for instance here. Note that the aggregate number of gates only grow by roughly 50% from 5N to 2N. And even if we account for GPUs having an unusually large proportion of logic gates we still end up in the 70% ballpark. Also 2N is scheduled to go into volume manufacturing in 2026, and if we’re lucky we might see that from Nvidia/AMD/... the year after. Since TSMC has talked openly about extending the cadence of their cutting edge processes to three years, 2N will be it until the end of the decade. So those that depend on hardware sales have to hype features, because watching paint dry for the rest of the decade will generate neither clicks nor advances in revenue.
Lithography slow down doesn’t mean much for the games industry in general since it is overwhelmingly dominated by software revenue. Nor has the hype surrounding new features been terribly successful in driving sales, in last months Steam hardware survey the total number of Nvidia RTX4xxx and AMD RX7xxx graphics adapters represented roughly a measly 1% of the total. Eventually that percentage will grow, obviously, if that is all people are offered but there is no sign that the public actually gives a damn. And apart from the splinter of us that look at PC hardware tech as entertainment in and of itself, why should they?