I'm honestly not sure where they're getting their 30% numbers from at all. In every single chart that they chose to display except for one, it costs similar or more than Sonnet 5, while also being comparable in price to Opus.

Maybe it's buried within their system card but I think that this would be one of the first things they'd want to show in the announcement article and they fail to do so.

I really don't know who does Anthropic's marketing but they always seem to a pretty terrible job in their announcements from my perspective.