It's like 5-10% here

Correct, this is the actual headline too. 100 tflops sure seems like it'd be more than that, but here we are.

If the headline was "FB8 is ~7% faster when kernel name has 'cutlass' in it...", it wouldn't seem sensational.

I think the interesting part is that it improves performance measurably at all, not the actual number. These people are trying to hit 90+% MFU (though most don't reach it) so this does actually translate to many millions of dollars for them.

5060 ti +~15%

yea

How much is that in jiggawatts per parsec?