I think its quite known now that its industry jargon, but when did they start doing that as I presume it wasn't always the case.
Problem was that people had certain expectation that a "45nm" process could fit more transistors than "90nm" one. Would be kind of awkward to name it like "22nm++++" and you have no idea roughly how much better it was than the old planar "22nm" process.
That seems to have changed in the last couple years, though. AMD and Apple seem to have gotten serious.
(I know, Moore's law is about transistor count, and I guess adding more cores technically increases the transistor count. But as a software engineer, I need my chips to get 2x faster every 18 months, or I'll have to start using a profiler or something!)