They're always a bit conservative with claims in the keynote, but Apple's website has clear comparisons to M1 and M2, and M3 Pro/Max are easily 50-100% faster in various scenarios. Go look for yourself.notice how they compare m3 series chips to M1 speeds and not any mention of M2.
Its cause the M3 is not the huge boost in power we all thought.
another 20 percent increase from the last m chip.