The general comparison for that sort of iso-performance versus iso-power is from a circuit performance standpoint, generally referencing a CPU. If AMD wants a 2x transistor count device at the same clocks as the previous generation, the power consumption of the silicon would be within the current bounds.No wonder 20nm was a waste of time - FinFET is pretty underwhelming. Oh well, fingers-crossed that optical computation gets here in the next 10 years.
On the other hand, AMD has more examples where the GPU silicon was pushed past its sweet spot at 28nm, so if Nvidia manages to any amount of generational improvement architecturally AMD might face the exact same pressures to do so again. FinFETs have a less impressive curve past their sweet spot versus 28nm, as one of the graphs showed.
The FinFET nodes are generally what 22/20nm should have been, and so it's a case of non-ideal process scaling yielding what amounts to a decent single-node transition being stretched out over two.