Earlier quoted context omitted.
I was counting FMA as 2 operations ;).
That's Intel marketing and is somewhere between deceptive and wrong. Intel uses that to claim inflated maximum flops, with the huge aside that you would have to be doing nothing but fused multiply add, which is absurd.
But yes, outside of carefully tuned kernels (e.g. GEMM and FFT), you're not going to see a 2x speedup. But that's no different from many other ISA extensions.