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I would assume their marketing writers have a style guide to conform to, and that "increase" is a word they actively choose not to use.

That seems bizarre, but it still doesn't explain why anandtech takes the words from AMD's marketing and copies it over and over.

I’ve seen at least one other reviewer use “performance uplift” in their content too - perhaps there’s an agreement on terminology in place

Uplift is buzzwordy in that entire industry.

I can imagine some marketing genius saying that “up” and “lift” are both positive words while “in” and “crease” are neutral.