Of course they tout benchmark numbers because let's be real, if they didn't tout benchmarks your not going to bother using it. For example if someone posts some random model on huggingface with no benchmarks you just won't proceed.
Humans have a really strong prior to not waste time. We always always evaluate things hierarchally. We always start with some prior and then whatever is easiest goes next even if its a shitty unreliable measure.
For example, for Gemini 3 everyone will start with a prior that it is going to be good. Then they will look at benchmarks, and only then will they move to harder evaluations on their own use cases.
Regardless though, I think the marketing could be more transparent
Without benchmarks, you're down to evaluating model performance based on vibes and vibes only, which plain sucks. With benchmarks, you have numbers that correlate to capabilities somewhat.
It's like you wanted to say "tech companies are bad", and the rest is just window dressing.
So, yes, we just aren't going to get anything that's radically better. Just more of the same, and some benchmarks that are less bad. Which is still good. But don't expect a Benchmark Revolution when everyone suddenly realizes just how Abjectly Terrible the current benchmarks are, and gets New Much Better Benchmarks to replace them with.
The general populace doesn't care to question how benchmarks are formulated and what their known (and unknown) limitations are.
That being said, they are likely decent proxies. For example, I think the average user isn't going to observe a noticeable difference between Claude Sonnet and OpenAI Codex.