A while ago, I just tried taking any figure I could find for transistors per area, for various processes/chips, ignoring all the nuances, and taking the square root to get the implied linear density, and if I recall correctly, it was pretty consistently 1/10th of the usually quoted figure.
Whatever the ratio was, it seemed to be roughly consistent going back like 30 years, which surprised me.
So now I don't believe there actually has been a drift towards marketing and inaccuracy. And believe the details of what kind of cells is just excessive precision.