A100 -> H100 was >3x tokens per joule, H100 -> B200 >10x. There are significant low-hanging fruit still available in architectural efficiency, and the vendors are chasing them.
This is the big risk for AI companies that I feel is not being sufficiently priced in. Almost none of the investments they are making are durable, the depreciation schedules for everything but the real estate should be less than 24 months. Until the hardware is stable enough that you only get double-digit % improvements per generation, it should almost be counted as opex.