On the other hand, it's not necessarily the only thing we might care about under that description. If I have a manufacturing process that is 99.99% successful (the remaining 0.01% has to be thrown out), it probably does not strike me as a 10x improvement if the process is improved to 99.999% success. What I care about is the cost to produce the average product that can be sent to market, and this "10x improvement" changes that only a very small amount.