Even 1% increase in efficiency would be valuable once you factor things like Bluetooth speakers, TVs .etc where you're either limited by power, thermals, or foot print (or even all three).
All of those things are super low budget products for the most part and margins are very low. As it is now, GaN has nothing to offer here.
With the EU remodeling the energy efficiency charts my LG TV (2020 model) gets a big fat D that I'm not happy about, which was 'A' in the previous chart. All of these things can be used as marketing tools.
Isn't it wonderful how that works Now you can even have LED lights with a bad label. Basically, that is a good thing in most cases. They were just fed up adding another + to the already A+++++ label