I’m not sure it’s just a gimmick.
While certainly you could use this approach to move inefficient components from a PSU onto a motherboard in order to print good numbers on your PSU while wasting power on the motherboard I’m not sure that’s necessarily what happens.
I’ve had a Lenovo TS140 server since new (2015), and this uses a (mostly) 12v power supply standard - all the sata power leads come from the motherboard. It has a xeon E3-1226V3 quad core processor - equivalent to a fourth gen i5, TDP 84w - and is running 3x 2.5" 5tb hard drives, 1x 3.5" 5tb hard drive and a 1TB sata SSD for boot.
Total system power consumption at the wall, when idle as it is most of the time, is about 28w. Booting up it uses about 54w, peak I’ve managed to get is 94w when scrubbing the disks and running a handbrake encode.
I happen to have another Intel desktop of similar vintage and broadly similar spec, running an i7 4790 (not K, also 84w TDP), with a bit more RAM (16gb instead of 8gb) but just the one sata ssd drive, no graphics card or anything else installed, motherboard is an MSI Z87-G41 PC Mate.
With that idling on the desktop I’ve not seen it below 50w, boot is around 65w, peak about 100w.
Certainly the power supply on the second computer isn’t anything special (it’s a modular unit, perhaps a coolermaster?) but wasn’t scraping the bottom of the barrel either.
The power supply in the Lenovo is an FSP with an 80 plus platinum rating, it’s mostly 12v but does also have a 5v and -12v rail
Both are rated over 400w but are obviously only using a fraction of that.
It’s notable that between the two, peak power consumption is pretty similar (or at least, what you’d expect given the addition of hyperthreading) but the idle consumption on the Lenovo is much better.
Clearly, the platinum power supply has not just had inefficient components moved onto the motherboard, as the total system power consumption is markedly less that the other, otherwise similar system.
To add a couple more data points, my main desktop, an i5 10500 with an RTX 2070 super, 80 plus bronze PSU doesn’t get below 54w idling (and that’s with both screens off), both screens on browsing the internet it draws around 90w (single screen usage is in the middle around 75w), with peaks near 300w when gaming.
Polar opposite to that I have an M1 mac mini, which can run dual screens, video on one browsing on the other for a mere 8w (peaks about 25w when encoding etc). Certainly it helps that it’s basically running a souped up phone platform with minimal compatibility requirements!
I should be clear that I’m in the UK on 240v which helps efficiency a bit if comparing these numbers.
Overall, my impression is that a typical ATX desktop PC is not a very power efficient platform, and it’s likely that a 12V DC power supply standard could improve things, both from simplifying efficient power supply design and from encouraging components to standardise on voltage used.
Problem right now is it’s hard to assess how much there is to be saved until you spend the money on a different power supply, and the price of more efficient power supplies is such that you could be waiting (many) years to profit from switching to a more efficient model, even with the recent surge in energy prices.
This is compounded by the fact that most power supplies are ridiculously over-specced unless you are running an absolutely top end system - if you aren’t gaming (or are doing so at entry level) a cheap and efficient 200w power supply could be an absolute no-brainer purchase, but such things don’t exist.