"Talking architecture" doesn't exist inside an impenetrable shell, isolated from the outside world.
"Architecture" for a consumer-oriented IC exists with one clear and very specific purpose: to influence purchasing decisions.
Because these wretched purchasing decisions happen to put all the influence on either the aforementioned architects get a big bonus or a month's notice to find another job.
See the replies of other people. But I'm more than willing to repeat: one way or the other, perf/W seems to matter a whole lot for a whole lot of people.
For the engineers, it means that they don't need an as-beefy cooling solution, or it means that they can squeeze out more performance for the same cooling solution.
For the sales people, it means that they can make more money.
For the marketing people, it means they have something to brag about. It doesn't matter whether or not this makes a difference in real life, consumers like to have things that others don't have. All those gamers who bought the original Titan didn't need FP64, but I bet that a lot of them at least partially justified their purchase for that reason anyway. Just like I would argue, loudly, with my high school buddy about the merits of a regular keyboard over a rubber one, because fate had given me parents who bought a C64 instead of a ZX Spectrum, you'll find tons of people who'll argue about the superb perf/W of a GTX 980 for no other reason than that they own one.
For the tech review website, it means that they have another graph about which they can write stuff, preferably on a different page for extra hits. It's another parameter in which they can pit one against the other. Create controversy. Readers eat up that shit... and it influences their purchasing decision.
For consumers, it means that their fan may not ramp up as fast. That it can be used in a computer with a wimpy power supply. That it may overclock better than the competition. That it keeps the die temperature lower (some people care about that, for some dumb reason.) That the smaller cooler will fit into a smaller case. That they can be proud of their GPU and don't feel a fool for having an expensive product that others mock as Thermi.
For those who don't play games and don't buy GPUs, but like to waste their time on a GPU architecture forum, it's just another topic of interest.
Did you notice that lack of 'cost of electricity' in all of the above? Yeah...