I'm confident the marketing oversells it, but it's likely very good in comparison. 3090 is about 28B transistors on Samsung 8nm, with some budgeted for raytracing. This is on TSMC 5nm, a process with 3-4x the density, and the 114B transistor count could potentially allow for similar GPU size - although I'd wait for Locuza or someone to analyze it. It should be very competitive in performance, and the winner by far in perf/watt, at least until RDNA3 and Lovelace GPUs release towards the end of the year.