Efficiency is one thing, power consumption is another.
NVIDIA's RTX 3080 is a much more power-efficient design than anything that came before (at 1440p and 4K), as our review clearly demonstrates.
One other metric for discussion, however, is power envelope. So, for anyone who has concerns regarding energy consumption, and wants to reduce overall power consumption for environmental or other concerns, one can always just drop a few rungs in the product stack for an RTX 3070, or the (virtual) RTX 3060 or AMD equivalents, which will certainly deliver even higher power efficiency, within a smaller envelope.
We'll have to wait for reviews on other cards in NVIDIA's product stack (not to mention all of AMD's offerings, such as this one leaked card), but it seems clear that this generation will deliver higher performance at the same power level as older generations. You may have to drop in the product stack, yes - but if performance is higher on the same envelope, you will have a better-performing RTX 2080 in a 3070 at the same power envelope, or a better performing RTX 2070 in a RTX 3060 at the same power envelope, and so on.
These are two different concepts, and I can't agree with anyone talking about inefficiency. The numbers, in a frame/watt basis, don't lie.