Isn't that the logic behind the "fake" nanometer measurements? Let's say everyone is on "32nm", but you got a new process[1] that packs twice the number of transistors than everyone else, but with the same feature size. Essentially, your 32nm feature size process is equivalent to everyone else's 22nm feature size process. Are you going to advertise your new process as "32nm" which is the same as everyone else, or "22nm"?

[1] eg. https://en.wikipedia.org/wiki/Multigate_device