I was kind of hoping Haswell would boost battery life more than this. The old 15" rMBP was 7 hours, add in Mavericks and you get ~8 hours. The new models, with Mavericks, are only 9 hours.
Yeah, definitely bit disappointing. They are using quite large battery, integrated graphics, and still reach relatively poor battery life. Quick comparison to Air shows that while Air gets 13 minutes/watt-hour (take that SI!) according to the specs, new rMBP gets only 7.5 minutes/watt-hour (both being 13" models).
15" model gets only 5 minutes/watt-hour, but I guess that difference is explained with discrete GPU and larger display.