We all expect first-party benchmark results to be sugar-coated. That NVIDIA would inflate its performance numbers in marketing is unremarkable, but in this case the inflation is especially dishonest, because the extra frames generated by DLSS 3.0 don't give you at least half the benefit of frames generated by other means (i.e. reduced input latency).
In retrospect, I think I was too kind
earlier in discussing this feature. A commenter on the Techspot article I linked described DLSS 3.0 as a "motion fidelity" feature, rather than a performance boost, and that seems like the most sensible way to look at it. Imagine a feature that increased perceived smoothness without adding extra frames. That's what DLSS 3.0 does, in effect. It's purely a visual enhancement, though one that comes with a trade off to picture quality.
(One of the more interesting, and I think damning, passages in the Techspot article observes that DLSS 2.0 in Performance mode gave the same FPS and picture quality as DLSS 2.0 in Quality mode when combined with DLSS 3.0 in a particular game/scenario, and thus DLSS 3.0 was worse than pointless in that scenario, increasing latency in return for zero benefit.)
I think DLSS 3.0 is an impressive invention, and in time it could prove to be useful, but it isn't remotely comparable to extra GPU horsepower.
EDIT: Also I think it's somewhat annoying that NVIDIA chose to label its AI-frame-generation tech as "DLSS 3.0," implying that it's in some way not only linked to DLSS 2.0, but
superior to it. In fact, the two features have basically nothing to do with one another. DLSS 2.0 increases real frame rate by rendering the scene in a lower resolution and then ingeniously scaling it up to look like you're running in native. (And in some cases, DLSS 2.0 can actually
enhance the image, which is a neat trick.) DLSS 3.0 is a fancy interpolation technology that increases perceived motion smoothness. You can choose to enable one or both; they operate independently.
DLSS 2.0 will remain
vastly more useful to the average gamer long after DLSS 3.0 proliferates to the masses. Vastly vastly more useful; it isn't a contest.