Yes, is all a bit surprising isn't it?
Almost like Nvidia's marketing is so powerful that they set the whole narrative of which metrics users and reviewers should concentrate on.
When they had the lead at perf/watt, that was what everyone talked about, now it has to be something else.
Due to going with Samsung and feeling the need to clock Ampere as high as possible, Nvidia have squandered the perf/watt advantage they had. And probably the perf/area one too although comparing Samsung 8nm to TSMC's 7nm isn't that totally straightforward. The area perf seems to suffered due to spending so much die space on the tensor cores. Which Nvidia really wanted for their highly profitable compute markets...
... So by repositioning those tensor cores looking for a solution they came up with...
The fake-res upscaling over-sharpening trick. The only way to run raytracing at 'high' resolution at an acceptable speed.
However, is 4K with over-sharpened upscaling actually 4K? To think LG got so much slack (rightly
IMO) for WRGB, and now Nvidia has everyone praising upscaled fake 4K as the greatest thing ever?
Yes, I'll admit that DLSS is a clever use of tensor cores and a very clever upscaler, but is still an upscaler.