I think it's being embraced more freely now because it's been achieved without losing the deep integration and sensible defaults that caused them to fall in love with Rails in the first place. I'm personally thrilled to be getting the best of both worlds.
The industry standard for measuring the efficiency of a power generator does not include transmission losses.
However, I have seen people include it in the past as a way of manipulating the numbers. I doubt this is the case with this number. It should be close to 60%
Transmission losses are probably not included, but for reference this new device is only 35% efficient if you cannot use the heat it generates. If your house (or the weather) is already warm enough, you're not going to come out ahead.
Now if we could just do something about speed...