Apple claimed M3 was 1.35 the speed of the M2. So the M3 vs M4 comparison isn't that impressive. Certainly not bad by any means, just pointing out why it is compared to the M2 here.
The other reason it is compared to the M2 is that there are no iPads with M3s in them, so it makes sense to compare to the processor used in the previous generation product.
People make this comment after every single m series release. Its true for intel too, worse even. Changes between like 8th and 9th and 10th gen were like nill, small clock bump same igpu even.