That's Intel marketing and is somewhere between deceptive and wrong. Intel uses that to claim inflated maximum flops, with the huge aside that you would have to be doing nothing but fused multiply add, which is absurd.

AFAICS everybody has been doing that long before Intel, so in their defense they're just following precedent.

But yes, outside of carefully tuned kernels (e.g. GEMM and FFT), you're not going to see a 2x speedup. But that's no different from many other ISA extensions.