So, getting the A9(X) isn't counting as a 'gee whiz' feature for the Air 3 but getting the A8X was for the Air 2? Using Geekbench scores, going from the A7 (iPad Air) to the A8X (iPad Air 2) brought a 24%/71% increase (single/multi core). Going from the A8X (iPad Air 2) to the A9X (iPad Pro) brings a 78%/21% increase (single/multi core).
****************
Geekbench scores:
A9X:
S: 3219 M: 5462
A8X:
S: 1811 M: 4531
A7:
S: 1465 M: 2647
Such labels are always to a large degree marketing. One difference is that force touch on the watch to my knowledge doesn't differentiate between different pressure levels (ie, there is no different functionality depending on how hard you press). On the phone, you have at the very least peek and pop, ie, press down and you get peek, press down even harder and you get pop. And behind the scenes the hardware registers a much more nuanced pressure level reading (which then allows to modify in software what pressure level you want to have for pop and peek). You can call this registering finger 'position' in three dimensions, horizontal and vertical like on every touch screen but also depth (where pressure level correlates with 'depth').
It has also been widely discussed that the term 'force touch' might not be the best because it can raise negative connotations (which might have been another reason why Apple moved away from it with its second implementation of a pressure sensitive screens in their phones after their first product, the watch).