Why not? There are many workloads where the power consumption is measured in tens or hundreds of kilowatts or even in megawatts. It doesn't make much difference if the basic compute unit uses 100 W or 1000 W if the overall efficiency is the same.850w TDP?!? https://wccftech.com/nvidia-geforce-rtx-40-ada-lovelace-gpus-september-launch-upto-850w-tdp-rumor/ - Surely, they cannot be serious? This should be the wattage for an entire system, not a single GPU.
Some people are gullible and can be easily misled by marketing. They may buy a 4090 because their old GPU also had number 9. Others will realize that the actual successor to the 3090 is going to be the 4070 or the 4080, and the 4090 will be a new product in a category that has not existed before.