It's well know that architectures improve efficiency over time. There have been 7 architecture changes from Xenos to GCN. You think a doubling of efficiency over that many generations is laughable?
What low expectations you have. The SIMD setup of GCN is far more efficient than the old Vec4+1 of Xenos and I've heard around 2x quoted a few times on these forums.
100% is a big number for you to go slinging around, comparing GCN powered 7850 with a 6850 at the same clocks the cards perform very close to each other, there is a slight advantage to the 7850 though.
Even comparing a 5770 to a 7770 at the same clocks ( Both cards have the same bandwidth, fill and texel rates ) the performance while faster on the 7770 shows an improvement in shader architecture of around 40% on average which meens that AMD would have to of made an improvement of ~60% between Xenos VLIW4+1 and the VLIW5 powered AMD 5000 series.
In theory one could argue an increase of 100% but in reality it would more then likely be lower.