Maybe a close look at the details will show their efforts in a better light. Also, consider that it could be setting the stage for developments they've got in store for Zen 6 and beyond, which might not have been very feasible with the old architecture.
We've become spoiled, I fear. For a decade, we thought a 5-7% IPC increase was normal. Now, we think 15-20% is normal.
Furthermore, with the generational improvements in process nodes tapering off, it seems like the situation really should be the other way around!
Perhaps that was comparing against Zen 3?
Anyway, don't pay too much heed to leakers. They have an incentive to sensationalize, which just leads to disappointment like you're feeling now.