MSP - I think your right and nearly all porducts try to be as efficient as possible as it is a major selling point.
The problem is that people think they are being "green" by replacing old tech with new more efficient tech before the end of the orignal items life. Is it not the actual production of goods that uses a significant percentage of the total power consumption over the products lifetime?
My Mrs has an old 10yr old Yaris which is used 90% of the time for a 6 mile drive to work. I can replace it with a new Nissan Leaf or similar and reduce emissions etc but I don't think that would be more energy efficent than running the Yaris into the ground and then replacing it in 5 - 10yrs time. We've all seen the photos of Japanese landfill sites with piles of electronics binned after a couple of years.