As someone who has watched every single Intel announcement very closely over the past ~5 years, I can say that Intel's marketing/PR has started to become palpably more misleading every year.
And the reason for that is because their chips/products don't improve as much every year, and Intel is becoming more desperate each year as it faces more competition from Arm, and now AMD, too. So it's trying to "make-up the difference" by being more misleading about it. It's not just the competition either, but the fact that Intel needs to make it sound like their next-gen chips "are so much better" than last year, and make you buy the new ones, too.
I'll give an analogy. Let's say a year ago Intel's CPU got an IPC boost of 10%. But this year it's only getting a 5% boost. Intel will either increase power consumption of the chip to get that 10% or will increase boost speed while keeping the base clock speed the same or lower it for the next-gen chip, just so it can say "the peak performance is once again +10% for this new generation!".
Kaby Lake, Coffee Lake, and whatever Lake is coming next that isn't on 10nm all suffer from this kind of thinking. It's the same kind of thinking that created the whole scandal with the 28-core "5GHz chip". Intel's marketing is all about creating the perception that their chips are significantly better than the last generation. It's why they now have "Xeon Gold", too.
At this point I wouldn't trust any of Intel's announcements until they are verified by trustworthy parties (of which there are only a handful, because most don't go deep enough into their reviews to actually spot what Intel has done to their products to mislead customers).