The article doesn't make the best argument to support the claim but it's true that NVIDIA is now making claims like '4090 level performance' on the basis that if you turn on DLSS multi-frame generation you suddenly have Huge Framerates when most of the pixels are synthesized instead of real.

Personally I'm happy with DLSS on balanced or quality, but the artifacts from framegen are really distracting. So I feel like it's fair to call their modern marketing snake oil since it's so reliant on frame gen to create the illusion of real progress.