IIRC Haswell supports self refresh displays which could help system level power consumption. It also has an on package high resolution VRM which makes for much finer grained power management.
The 15w chip number doesn't really tell the whole story.
Decrease in TDP is significant not because of power, but because OEMs can make thinner and lighter systems.
15W single chip is better than 13W 2 chips.
Also the platform power management enhancements in Haswell is SUBSTANTIAL. They've been hinting that something that comes with multi-generational improvements will come in one with Haswell.