It means higher performance and lower power consumption. If intel achieves the same thing using 14nm and 14 pluses it is great leap both ways. Win - win no matter how low you nickname your gates.
Naming schemes should not include competitor's language or prefix.
Let's say Athlon Diamond or
R10 3900x
R10 3950x Clearly superior products so create class of your own.
AMD is not the underdog anymore so one would expect better naming approach. Just my 5 cents. . .