From a marketing standpoint, it looks bad. Apple focused more on improving performance than improving efficiency at the keynote. If Apple had designed the A17 to improve efficiency, Apple should have focused on that during the keynote.
It's way to early to make these statements. We already have a precedent in A16, which sounded really lacklustre at the announcement, but ended up being significantly faster and more power-efficient that A15.
It seems that TSMC N3B increases performance by 10~15% with the same power compared to TSMC N5.
This hardly matters as we are talking about a new microarchitecture. We don't know how much of these 10% are IPC improvement and how much is the clock, nor do we know how the rest of the CPU comes together. Maybe it's clocked 10% lower than A16. We need more data.